Peroni Leggera drinks packaging design
Aim: To build brand and product awareness, supporting the launch of SABMiller’s new light beer Peroni Leggera – lower in carbohydrates and calories yet still delivering the same taste and style of its mother brand Peroni Nastro Azzuro. Peroni Leggera launched globally in Australia, February 2009, where at the time the light segment was the fastest growing category in the beer market.
Strategy & Tactic: One brand, two products. SABMiller needed to promote and educate suppliers and resellers about their new light beer, whilst retaining its associations with the original product and brand heritage. A stylish and premium packaging format was required that would compliment the Peroni brand which is synonymous with Italian style, passion and association with design appreciation.
Target Audience: Alcohol suppliers and resellers. The new ‘sociable’ larger was being marketed towards targeting a consumer group of 20-34 year old premium beer drinkers.
Design: Utilising Burgopak’s patented sliding mechanism, the clever ‘Left and Right’ opening allows for two halves of the same story. Promoting Peroni’s first brand and product extension, the design delivered a clear juxtaposition of the new Leggera and classic Nastro Azzuro products, reinstating the main marketing message of ‘less calories but with your same favourite taste.’ With a strong and clear emphasis placed upon the brand values of “effortless style and flair,” the slick packaging format allows the two bottles to be simultaneously stored and displayed alongside clear brand communication and product information. The intelligent linkage system and luxurious appeal further compliments the green embossed Peroni bottle, a design that has become an international Italian icon.
End Result: Well-executed pre-launch product promotion is a key aspect of broader marketing strategies, ensuring suppliers and resellers have a clear understanding of the product’s benefits and value to drive positive sales. Peroni Leggera was launched to build on Peroni Nastro Azzuro brands’ growth and open the brand up to new international consumers.
