Peroni Nastro Azzurro 0.0%: The Perfect Pace at Royal Ascot
The Challenge
We partnered with Peroni Nastro Azzurro 0.0% across two race meetings – the Peroni May Race Weekend and Royal Ascot – to bring to life the Perfect Pace campaign: a celebration of balance in racing, in drinking, and in life.
Ascot is the epitome of British summer sophistication, bringing together heritage, fashion, and horseracing. Within this historical setting of celebration and revelry, Peroni Nastro Azzurro 0.0% faced the challenge of shifting perceptions around non-alcoholic beer and championing the importance of moderation.
The goal of the campaign was to embody both a quintessentially English tradition and that unmistakable Italian sophistication, while also encouraging guests to slow down, savour the moment, and elevate their experience with mindful choices.
The Solution
While staying rooted in the brand’s passion for enjoying all of life’s moments fully, we wanted our activation to pay homage to both a chic, contemporary Italian style with that timeless English race day elegance we all know and love.
At the heart of the experience, we designed and crafted a completely bespoke vintage-inspired Peroni Trunk, a nod to bookmaker stands of old, where racegoers met our ambassadors and discovered the details of the experience.
Guests who chose Peroni Nastro Azzurro 0.0% received a Peroni Pace Card, our playful take on the classic race card, presented in stylish leather luggage tags and wallet keepsakes. These unlocked the chance to win exclusive rewards, including artisan Italian hampers from Lina Stores and coveted tickets for future Ascot race days, all powered by a custom-built giveaway software mechanic nestled inside the trunk.
The entire experience struck a balance of style, substance, and storytelling – making mindful drinking feel not only acceptable, but aspirational.
The Impact
The response from guests was exceptional. With 700+ visitors overall and over 55% redemption of the Pace Cards during Royal Ascot alone, the engagement levels showed that moderation was more than just a brand marketing message – it was a movement embraced by racegoers.
Across both events, the activation seamlessly integrated into the high-glamour world of Ascot while delivering a brand story rooted in authenticity and relevance.
Creative Consultation & Ideation | Technical Design | Prop Making | Bespoke Software Development | Branded Animation | Installation | Live Management | Event & Talent Management | Logistics (UK)
