The Super Premium Italian beer brand, Peroni Nastro Azzurro is proud to announce its debut partnership with Channel 4 and popular series, ‘First Dates’ starting this week on 14 February with the ‘First Dates’ Valentine’s Day Special.
The partnership will run across Linear TV and All 4 with unique thematically linked sponsorship idents of 5, 10 and 15 seconds. The sponsorship will be activated further with social amplification, digital product placement of Peroni Nastro Azzurro 0.0% and a programme licence which will run up to December 2024.
Peroni Nastro Azzurro’s announcement comes as the beer brand sets out its goal to create consistent, impactful touchpoints throughout 2023 to target existing and new customers. The primary objective is to provide contextually relevant content to communicate with younger lager drinkers through relatable but premium moments in their chosen content space.
Wavemaker UK identified the opportunity for Peroni Nastro Azzurro to pair up with First Dates as part of its wider strategic planning to drive saliency amongst a young and upmarket audience. By associating Peroni Nastro Azzurro with key occasions, such as relaxing at home, food, and drink, Wavemaker UK aims to drive brand awareness as well as cement its premium positioning.
Jonathan Norman, Global Brands Director at Asahi UK, comments on the first of its kind partnership: “Channel 4 ‘First Dates’ is one of the nation’s favourite shows and has been for 10 years, giving people from all walks of life an experience to find love. We know Peroni Nastro Azzurro is enjoyed across a wide variety of social occasions, and we are excited to highlight how it pairs perfectly with these moments, through Channel 4’s iconic dating show.”
Rupinder Downie, Sponsorship & Commercial Partnerships Leader, Channel 4 said: “Through our distinctive content, Channel 4 helps brands tap into new audiences in an impactful way. This multi-faceted partnership is a prime example of that, bringing together an audience and a brand which are perfectly suited through a much-loved Channel 4 show.”
The partnership will be led by the Super Premium Italian brand’s UK media agency, Wavemaker UK, with creative developed by new agency partner The Corner, who will lead on creating content for linear, digital, and social.
Monica Newell, Content Lead at Wavemaker UK, added: “First Dates is the perfect match for Peroni Nastro Azzurro's first TV sponsorship with Channel 4. The series’ iconic moments centred around food and drink completely align with the premium proposition of Peroni Nastro Azzurro. We’re excited to take the relationship to the next level by building on the sponsorship through VOD, licensing, social and digital product placement.”
About Peroni Nastro Azzurro
Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion, and flair. Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. The No. 1 Premium Italian Beer Brand Globally, Peroni Nastro Azzurro is gently brewed for a refreshing and crisp taste that is full of life.
About Asahi UK
Asahi UK is a subsidiary of Asahi Europe & International and is responsible for sales, marketing and customer operations across the UK and Ireland. Though the portfolio of Super Premium Beer brands, Asahi UK enriches consumer experiences through innovation, high-quality service and an exceptional portfolio of premium beer, ale and cider brands which include Peroni Nastro Azzurro (PNA), Asahi Super Dry (ASD), Meantime, Fuller’s London Pride and Cornish Orchards. The Woking-based business is focused on developing quality, super premium brands and delivering commercial value in the marketplace, through a strong belief in collaboration, customer excellence and people development.
About Wavemaker UK
Wavemaker is a global media agency. We believe there is a better way to grow. By leveraging our deep understanding of audiences, Provocative Planning process and the world’s largest database of purchase journeys, we deliver exceptional growth for clients including Netflix, Nationwide, Danone, Asahi and Morrisons.
Provocative Planning is a globally consistent way of working powered by our spirit of restless enquiry in pursuit of better outcomes. Unlike traditional linear planning, our modular approach combines machine learning and human intelligence to unlock, maximise and transform growth for the world’s leading brands and businesses.
A part of GroupM, WPP’s global media investment management company, our 7,600 people across 88 markets have the deep knowledge, confidence and courage to challenge what’s gone before and imagine a better way to grow. Discover more at wavemakerglobal.com/uk or follow us @WavemakerUK.