…a few stories from the marketing news pages that have been of interest this week…
Peroni shows its style and returns to Italian roots with latest campaign
Continental beer brand Peroni has unveiled its latest ‘Italian Made’ campaign, designed to celebrate the drink’s provenance.
Using stylish illustration, the brand has launched an outdoor campaign which features the silhouette of a woman depicted in Peroni’s signature blue, white and red colour scheme.
“Peroni has become synonymous with style and its Italian heritage and effortless charm is something we wanted to evoke through this campaign,” explained Claudia Falcone, global brand director for Peroni Nastro Azzurro. “We believe the creative provides a subtle immersion into the world of Peroni while the illustrated style brings this to life in a contemporary and beautiful way.”
SABMiller sold its Grolsch and Peroni brands to Japanese brewer Asahi last year. At the time, marketers raised questions over whether the brands would be able to maintain their provenance under their new owner. This latest campaign seems to demonstrate the brand is attempting to do just that.
The campaign launched this week at sites in London, Manchester and Edinburgh and will be supported with social media in the summer under the hashtag #ItalianMade.
Cricket campaign gets comic book inspiration from Marvel and DC artist
In a creative effort to promote the ICC Champions Trophy, the International Cricket Council (ICC) has partnered with Marvel and DC artist, John McCrea, to create a graphic novel styled campaign, featuring cricket themed murals for the launch of the 50-over international tournament.
The OOH posters will appear in Birmingham, Cardiff and London, with each piece of artwork telling a story. The campaign will conclude on 17 June, the eve of the CT17 Final, when the murals will be brought together in one place for the first time at London’s Kia Oval.
Having worked with both Marvel and DC, Belfast-born McCrea has illustrated the likes of Batman, Superman, Spider-Man, Wolverine, Star Wars and the Simpsons.
Google, Apple and Amazon named the world’s most valuable brands
Results from the 2017 BrandZ top 100 most valuable global brands are in this week. The annual ranking, which is now in its twelfth year has revealed that technology giants Google, Apple, Microsoft, Amazon and Facebook have taken the lists top 5 spots.
The study is carried out by WPP and Kantar Millward Brown, and combines measures of brand equity, based on interviews with over three million consumers. The study considers thousands of global brands, and analyses the financial performance of each company to determine overall value, taking into account regional differences and customer perceptions.
“The superstar technology brands in the BrandZ global top 100 are capable of abundant innovation, using their platforms to create connected ecosystems that meet multiple needs and make our lives easier,” said Jane Bloomfield, Kantar Millward Brown’s head of UK marketing.
“They also have great elasticity, confidently playing in new territories and categories to expand their customer bases.”Share