How Branded Content Helped Peroni Build Brand Salience and Elevate Everyday Moments
In Winter 2023, Peroni partnered with Avid Collective to support their “Live Every Moment” brand campaign. The goal was to ensure consistency across multiple publishers and their platforms and build brand equity by embedding Peroni in the minds of Australian beer drinkers as the perfect beer for any occasion while maintaining its premium and stylish image.
The Challenge
Peroni is well-known for its Italian craftsmanship and sophisticated style, but the brand faced a key challenge in Australia. While already recognised as a premium choice, many consumers saw it as a beer reserved for special occasions, leading to limited association with more casual, everyday drinking moments, and thus limiting its occasionality.
The challenge was clear: Peroni needed to become synonymous with everyday moments—those casual dinners with friends, spontaneous picnics, or stylish gatherings—without losing the brand’s sense of elegance and premium flair.
The Role Of Branded Content
Native content was essential to delivering Peroni’s core brand objective of building salience by seamlessly integrating into the everyday lives of Style Seekers in a way that felt authentic. Peroni needed to reach its audience at the right time and in the right context—when they were already engaging with content around food, social occasions, fashion and travel.
Style Seekers trust the voices of authoritative lifestyle publishers, who guide conversations about food and social moments. To credibly become part of these occasions, it was crucial for Peroni to align with these publishers, leveraging their established trust and advocacy.
Branded content offered a unique opportunity to tell Peroni’s story in a more immersive and authentic way—through articles, guides, and listicles that resonated with what Style Seekers were already consuming. This format allowed Peroni to go beyond standard product ads, fostering a deeper emotional connection with its audience by showcasing how the brand could enhance their everyday moments.
The Solution: The Italian Aesthetic Campaign
To address this challenge, Peroni partnered with Avid Collective to execute the “The Italian Aesthetic” campaign, designed to inspire Australians to make their daily moments more stylish with Peroni. The campaign was driven by a key insight: small details, like grating fresh parmesan over a meal or serving a perfectly styled bottle of Peroni, can transform an ordinary occasion into something special.
By tapping into this idea, the campaign focused on showing how Peroni’s Italian flair could effortlessly enhance a range of everyday moments while staying true to its premium roots. Through a multi-publisher native content strategy, the campaign reached Australian style-seekers, connecting with them in contexts that naturally aligned with their lifestyle.
Partnering With Premium Publishers For Authentic Storytelling
To ensure authenticity and relevance, Avid collaborated with five premium lifestyle publishers—Gourmet Traveller, Boss Hunting, GRAZIA, Icon, and TimeOut—creating bespoke content that reflected the passion points of each publisher’s audience.
Leveraging multiple publishers allowed Peroni to maximise the campaign’s reach while ensuring the brand’s message connected with a diverse group of Style Seekers across key lifestyle touchpoints, including food, fashion, entertainment, and travel. This positioned Peroni as the perfect accessory to elevate any social moment.
Gourmet Traveller: Elevating Food Moments
To engage food enthusiasts, Gourmet Traveller showcased how Peroni could be part of the Italian Aperitivo experience, a beloved tradition of casual yet refined socializing over drinks and small plates. This content offered readers a how-to guide on recreating the Aperitivo at home, making Peroni the natural choice for anyone looking to add flair to their dining moments.
Boss Hunting: A Modern Classic for Men
Boss Hunting appealed to a male audience, blending Peroni’s traditional Italian heritage with modern style. In two pieces of content, Boss Hunting demonstrated how Peroni could be integrated into everyday life, whether it was a casual gathering or a more formal event. The articles included fashion tips and Italian food pairings, giving readers ideas on how to enhance their personal style and social occasions with Peroni.
GRAZIA & Icon: Bringing La Dolce Vita Home
Working with fashion-focused publishers GRAZIA and Icon, Peroni reached style-conscious readers interested in home décor and lifestyle. The content provided a guide to living “La Dolce Vita” from the comfort of home, showing how Peroni could bring a touch of Italian elegance to everyday moments, from casual meals to weekend entertaining.
TimeOut: Making Moments Count
Finally, TimeOut created engaging listicle content that made Italian-style entertaining feel fun and accessible. From hosting at-home gatherings to planning a stylish outdoor picnic, TimeOut highlighted how Peroni could turn any event into an elevated experience. The article placed Peroni at the centre of these social moments, showing readers how to infuse their events with Italian flair.
The Results
The campaign exceeded expectations, driving significant engagement across all publishers, demonstrated by above average dwell times. By integrating Peroni into content that authentically resonated with readers, the campaign successfully built brand salience and strengthened the association between Peroni and everyday moments.
- Dwell times up to 90% higher than publisher benchmarks
- Delivering 131 additional hours of content consumption and time spent with brand
- 258% over delivery on article views, and over 500 comments
In total, six pieces of branded content were published across five premium publishers, amplifying Peroni’s share of voice in the competitive Australian beer market. The campaign not only reinforced Peroni’s premium status but also ensured that the beer became more deeply associated with everyday social occasions making Peroni more accessible across more occasions and moments.