Italian beer brand Peroni Nastro Azzurro has partnered with UK broadcaster Channel 4 and its hit TV show ‘First Dates’.
The partnership saw its launch this Valentine’s Day on a special episode of First Dates, with content primed to run throughout the rest of 2023 across streaming service All 4 and linear TV.
Idents of between 5 and 15 seconds will be broadcast with the partnership further amplified on social media and digital product placement of the alcohol free beer Peroni Nastro Azzurro 0.0%. The beer brand is looking to provide contextually relevant content to target with younger lager drinkers through relatable but premium moments.
Saliency with younger audience
Peroni parent Asahi’s UK media agency Wavemaker will be leading the multi-channel partnership. The agency is aiming to drive brand awareness by associating Peroni Nastro Azzurro with occasions like relaxing at home, or food and drink, and it has spearheaded the pairing with First Dates as part of a wider strategy to drive saliency within a young audience.
New agency partner The Corner, will lead on creating content for linear, digital, and social.
Rupinder Downie, Sponsorship and Commercial Partnerships Leader, Channel 4 said: “Through our distinctive content, Channel 4 helps brands tap into new audiences in an impactful way. This multifaceted partnership is a prime example of that, bringing together an audience and a brand which are perfectly suited through a much-loved Channel 4 show.”
Monica Newell, Content Lead at Wavemaker UK, added: “The series’ iconic moments centred around food and drink completely align with the premium proposition of Peroni Nastro Azzurro. We’re excited to take the relationship to the next level by building on the sponsorship through VOD, licensing, social and digital product placement.