Peroni Nastro Azzurro partners with Channel 4s First Dates
- Thursday, February 9th, 2023
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Premium Italian beer brand, Peroni Nastro Azzurro, has announced a partnership with Channel 4 series, ‘First Dates’ from 14 February in the ‘First Dates’ Valentine’s Day Special.
The partnership will run across linear TV and All 4, with 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.
“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,” said Jonathan Norman, Global Brands Director at Asahi UK. “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.”
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.