Peroni

Peroni was out to launch its first campaign in the US. Working with MONO to pitch (and win!) the project, I did a dive into what makes the Peroni-drinker special, and what might be a fresh idea in the cluttered US beer landscape. What I discovered was that the word "beer" in and of itself was a problem: heavy looking, flat sounding and conjuring up images of man bellies and sporting events. The solution was to leverage the Italian word birra, creating a beautifully ownable tagline that reflects the sophistication and elegance of the brand, and its drinker.