senckađ
Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Peroni Nastro Azzurro and ‘First Dates’ Make a Perfect Pair with Channel 4 Sponsorship

08/02/2023
Media Agency
London, UK
408
Share
Wavemaker brokers the brand's first-ever sponsorship agreement with C4

Super Premium Italian beer brand, Peroni Nastro Azzurro is proud to announce its debut partnership with Channel 4 and popular series, ‘First Dates’ from 14 February in the ‘First Dates’ Valentine’s Day Special.

The partnership will run across Linear TV and All 4 with unique thematically linked sponsorship idents of 5, 10 and 15 seconds. The sponsorship will be activated further with social amplification, digital product placement of Peroni Nastro Azzurro 0.0% and a programme licence which will run up to December 2024.

Peroni Nastro Azzurro’s announcement comes as the beer brand sets out its goal to create consistent, impactful touchpoints throughout 2023 to target existing and new customers. The primary objective is to provide contextually relevant content to communicate with younger lager drinkers through relatable but premium moments in their chosen content space.

Wavemaker UK identified the opportunity for Peroni Nastro Azzurro to pair up with First Dates as part of its wider strategic planning to drive saliency amongst a young and upmarket audience. By associating Peroni Nastro Azzurro with key occasions, such as relaxing at home, food, and drink, Wavemaker UK aims to drive brand awareness as well as cement its premium positioning.

Jonathan Norman, global brands director at Asahi UK, comments on the first of its kind partnership: “Channel 4 ‘First Dates’ is one of the nation’s favourite shows and has been for 10 years, giving people from all walks of life an experience to find love. We know Peroni Nastro Azzurro is enjoyed across a wide variety of social occasions, and we are excited to highlight how it pairs perfectly with these moments, through Channel 4’s iconic dating show.”

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 multi-faceted 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.”

The partnership will be led by the Super Premium Italian brand’s UK media agency, Wavemaker UK, with creative developed by new agency partner The Corner, who will lead on creating content for linear, digital, and social.

Monica Newell, content lead at Wavemaker UK, added: “First Dates is the perfect match for Peroni Nastro Azzurro's first TV sponsorship with Channel 4. 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.”

Credits
Work from Wavemaker UK
Puzzle
Orajel
04/03/2024
28
0
Grow Like Only A Teacher Can
Department for Education
15/01/2024
68
0
Morrisons Prices Locked Low
Morrisons
03/01/2024
43
0
ALL THEIR WORK