Peroni’s zero alcohol beer marked its new status as the official drinks partner of the Aston Martin Cognizant Formula One (AMCF1) team through an integrated campaign rolling out ahead of the new season.
With the 2021 F1 season due to get under way on 21 March at the Melbourne Grand Prix in Australia, Peroni Libera 0.0% launched its Aston Martin team activation programme through a multi-channel campaign led by a film called ‘The Passion Inside’.
Fronted by Sebastian Vettel and Lance Stroll, the video was posted on brand and team social channels on 25 February and sees the drivers discuss their inner passion and flair and reveal what inspires them to stay at the pinnacle of motor sport.
This is the first film in a Peroni Libera/AMCF1 content campaign which will run through the season and which aims to ‘open the doors on both the team and the sport’ to engage F1 fans and lifestyle audiences by bringing them closer than ever before to the pinnacle of world motor sport.
The spot was supported by a set of video and image content pieces and a PR campaign strand to mark the start of the zero alcohol beer’s multi-year partnership with the team which is returning to the F1 grid for the first time since 1960.
As well as the ATL and TTL marketing, the deal will also see the Peroni Libera 0.0% logo integrated into the team car livery and on the driver and crew kits (which will be revealed on 3 March 2021) throughout the season.
The drink will also be served at races across the F1 calendar: including in the AMCF1 team motorhome at every Grand Prix and at grand prix host city centre venues around the world which will also see linked activations aimed at engaging new and current consumers.
The sponsorship objective is to drive global awareness of the new beer and position it as the stylish and aspirational alcohol-free beer choice and is a key pillar in parent company Asahi Europe & International’s aim to have 20% of its portfolio dedicated to non-alcoholic products by 2030 and the partnership will also play a key role in Asahi Europe & International’s responsible drinking work..
“We are thrilled to welcome Peroni Libera 0.0% to the Aston Martin Cognizant Formula One family, and we are delighted that two such great brands will be in partnership from the very start of Aston Martin’s historic return as a team entrant to the top tier of global motor racing after an absence of 61 years,” commented AMCF1 Chair Lawrence Stroll.
“This partnership is another boost to the team ahead of the new season and is an opportunity to bring together two iconic brands on a unique journey in Formula One™️. We look forward to immersing Peroni Libera 0.0% into the team and achieving the brand’s global growth ambitions through the platform of Formula One.”
Richard Ingram, Global Brands Director at Asahi Europe & International, added: “This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One. By partnering with the Aston Martin Cognizant Formula One team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion.
Comment:
The move is part of the beer category’s wider drive for innovation with a focus around health and wellbeing and this partnership will seek to boost awareness of Peroni Libera 0.0%.
There are strategic echoes here of F1 series sponsor Heineken’s own responsible drinking activation around the property with recent inititiaves ranging from 2020’s ‘Father & Son‘ (with F1 World Champions Nico and Keke Rosberg) and 2018’s ‘Grid Waiters‘, as well as 2018’s ‘When You Drink, Never Drive‘ and 2016’s campaign with Sir Jackie Stewart.
It was in January 2021 that the America IT consulting outfit Cognizant entered into a multi-year partnership with the new Aston Martin’s Formula One team.
The famous, historic British automotive brand – which was founded in 1913 – previously raced in F1 with its DBR4 in 1959/60 (without much luck). But now returns to the series as the new name of the rebranded, former Racing Point F1 Team owned by Lawrence Stroll. Stroll’s son Lance and former world champion Sebastian Vettel will be behind the wheel of the famous British Racing Green vehicles.
Links:
Aston Martin Cognizant F1
https://www.astonmartin.com/en/our-world/amf1
Peroni Libera 0.0%
Leave a comment
You must be logged in to post a comment.