Scuderia Ferrari HP x Peroni Nastro Azzurro 0.0%

This year, we helped Peroni Nastro Azzurro 0.0% enter a new racing chapter with the most iconic racing team in Formula One by celebrating Italian passion, and the fans that fuel the sport. Through earned media, integrated media, paid influencer, and earned influencer programming, we brought the partnership to life in an engaging way from its starting position at launch to sustaining momentum all season long.

To generate buzz and awareness - we seeded hundreds of exclusive, custom bottles of Peroni Nastro Azzurro 0.0% - reimagined as the Tifosi Nastro Azzurro 0.0% to introduce this as the official beer of the Scuderia Ferrari.

We then invited a hand selected group of media and influencers to join us at the home of Scuderia Ferrari HP for an exclusive press trip to Maranello. This included a tour of the Ferrari factory. We also offered the first and only exclusive broadcast interview to Canadian outlet eTalk with Ferrari driver Charles Leclerc.

For the 2024 Canadian Grand Prix, we introduced La Maison Tifosi Nastro Azzurro 0.0% - the ultimate destination for the Tifosi to experience Italian passion through a 4-day fast-paced multi-sensory experience that transported fans to an immersive off-track experience featuring the Scuderia Ferrari HP show car, while providing guests the opportunity to experience the Superior Italian Taste of Peroni Nastro Azzurro 0.0%.

We hosted an unforgettable VIP press trip to the Canadian Grand Prix, which included hosting at key Italian on-premise accounts, bringing the passion and flair of PNA 0.0% to Montreal, with exclusive dinners, cocktail making classes, and a day at the race in the Scuderia Ferrari Paddock Club Suite. This included a surprise appearance from driver Carlos Sainz, and team principal Fred Vasseur before the team hit the track for a garage tour.

To sustain momentum post launch, we engaged with key media outlets like Sharp and TSN, offering them exclusive 1:1 media interviews with Scuderia Ferrari driver and Peroni Nastro Azzurro 0.0% ambassador Charles Leclerc, showcasing 100% Italian Passion, 0.0% alcohol, all season long.