Multimillion-dollar campaigns for Asahi and Peroni

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Two of Australia’s leading international beers, Asahi Super Dry and Peroni Nastro Azzurro, have launched major new campaigns as Australia heads into summer.

The campaigns are the first for each beer since Asahi Beverages’ acquisition of Carlton & United Breweries earlier this year.

The multimillion dollar campaigns for Asahi Super Dry will feature spots on TV, outdoor, digital and elsewhere as part of our plans to drive growth for the brands.

Asahi Super Dry and Peroni Nastro Azzurro are already two of Australia’s most popular international beers but this new push aims to build off their recent momentum, with both recently growing theirmarket share in lockdown as consumers turned to trusted brands.

Peroni’s Walk with Us campaign draws on the tradition of La Passeggiata – an evening ritual Italians routinely take to walk, talk and socialise. A celebration of the little things often taken for granted, it champions connection in a post lockdown world. The campaign was created by Troublemaker Agency in the UK and further developed by the Peroni team in Australia.

Asahi Super Dry’s Discovery is Calling campaign draws similarly from its country of origin but with a modern twist. Created in collaboration between the Australian, Japanese and Global (UK) Asahi Super Dry teams, the TVC takes viewers on a surreal trip as the protagonists explore Tokyo’s nightlife and the new experiences that come with it.

Kym Bonollo, CUB’s Head of International & Craft Beer, said: “Both campaigns are big and bold and we’re extremely excited to be rolling them out in time for summer. Both draw on the unique appeal of each beer’s home country to capture the attention of Australian beer lovers.

“No other company has a history of marketing beer in Australia like CUB. We’re thrilled to be the custodians of these incredible brands in Australia and be adding to their rich legacy in a small way with these new campaigns.”

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