With 300+ F1 sponsors already jostling for attention, our brief was to devlop an idea that cut through the noise and make Peroni Nastro Azzurro 0.0% and Scuderia Ferrari the most talked about brand partnership in Formula 1.
We didn't want to be another sponsor, we wanted to be recognised as the official beer (and champion) of the Tifosi. Our strategy was to create a 'Super Bowl' esque moment for these content hungry fans, in the window before the new Formula 1 season.
The idea? The ultimate dedication to the fans: an unprecedented renaming of the product to celebrate the Tifosi. With 2024 limited edition 'Tifosi Nastro Azzurro 0.0%' bottles produced for fans, media and influencers, launched with a daring heist film featuring the fans' heroes - the Scuderia Ferrari drivers, alongside an 'in the Bag' Tifosi inspired flay lay media image and driver launch photos.
The genius? Hidden 'Easter Eggs' throughout the launch film and flay lay to embed Peroni in F1 fan culture - driving conversation and speculation with the brand at the heart.
The results? Our launch dominated the sport and lifestyle media in early February 2024, achieving 2.15 billion reach and #1 share of voice across Formula 1 partners. Just as important, the fans loved it: with 20.6 million views of our launch film and 1 million sales of "Tifosi Nastro Azzurro", released in Italy for the first year of the partnership.
This also won Gold for International Sports Partnership of The Year at the Sports Business Awards AND for Brand Partnership of the Year at the 2025 Autosport Awards.
"This was one of the best partnership launches I can think of in Scuderia Ferrari’s history."
Giovanni Frasca, Head of Global Partnerships, Scuderia Ferrari
