kimhutton.
Peroni 0.0% x Formula 1 Partnership
Turning one global Ferrari sponsorship into nine localised commerce roles.
Client: Peroni Nastro Azzurro 0.0% x Ferrari
Role: Senior Integrated Commerce, Shopper & Experience Strategist, Momentum Worldwide
Focus: Sponsorship strategy · shopper behaviour · localisation · BTL toolkit
Scope: UK, Italy, Romania · on-trade, off-trade, e-commerce
Proof: Framework included in the global 2026 Peroni 0.0% x Ferrari BTL toolkit
Relevance: A global commerce strategy case showing how I translate audience behaviour, market nuance and purchase environments into creative and retail decision logic.
The brief asked for a BTL audit. The real strategic challenge was to make a global Ferrari partnership commercially useful at the point of choice: across bars, shelves and digital shopping environments.
Context
Peroni 0.0% needed to understand how its Ferrari partnership could support 2026 BTL activation in a category where F1 was becoming increasingly crowded by alcohol and alcohol-free brands. The brief was to audit BWS and adjacent-category activations across the UK, Italy and Romania, spanning on-trade, off-trade and e-commerce.
The work needed to move beyond inspiration. It had to help teams understand how one global sponsorship could flex across different markets, channels and shopper behaviours without becoming a copy-paste activation model.
Tension
Ferrari gave Peroni 0.0% immediate recognition, but recognition alone would not make the partnership commercially useful.
The risk was treating F1 as a universal shortcut: the same badge, message and mechanic across markets where 0.0%, sport culture and purchase behaviour worked differently. The challenge was not simply where Ferrari could appear. It was what Ferrari needed to help people do in each commercial environment.
One Ferrari partnership could not behave the same everywhere.
The challenge was not translating Ferrari. It was understanding what Ferrari needed to do differently by channel and market.
Channel Pressure
ON-TRADE
Rituals · visibility · staff influence
OFF-TRADE
Shelf disruption · packaging · promotion
E-COMMERCE
Search · PDP clarity · digital storytelling
Market Pressure
🇬🇧 UK
Pub-led participation
Humour · rewards · QR scepticism
🇮🇹 Italy
Aperitivo emotion
Heritage · design · premium storytelling
🇷🇴 Romania
Premium discovery
Price sensitivity · digital engagement · sponsorship cues
One global asset. Different behaviours to influence.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
Insight
The audit showed that F1 was not behaving like one sponsorship occasion. It was behaving like different commercial opportunities by market.
The UK opportunity was more social and participatory, built around race-day rituals and pub-led behaviour. Italy required a more emotional and cultural role, connected to aperitivo, design, heritage and national pride. Romania needed Ferrari to work harder as a premium discovery cue, helping Peroni 0.0% feel more visible, intentional and worth trying.
The insight was that localisation could not stop at language, assets or market adaptation. It had to happen at behaviour level: what makes people notice, care, interact and choose Peroni 0.0% in each channel.
Strategic Shift
I shifted the work from “where can Ferrari appear?” to “what commercial job should Ferrari do here?”
That moved the audit from best-practice inspiration into a market-and-channel decision framework for turning sponsorship visibility into interaction, purchase confidence and post-purchase value.
The Localisation Framework
To make the shift usable, I developed the localisation framework behind the toolkit: a scoring system across Disrupt & Guide, Engage & Convert and Seal the Deal.
Each phase was adapted by market and channel, using GWI dashboards, secondary market research and primary audit evidence to judge activations by behaviour and commercial role, not just visual standout. The framework gave teams a way to evaluate how Ferrari should function in an on-trade, off-trade or e-commerce environment — and what it needed to make easier, clearer or more motivating for the shopper.
One partnership. Nine activation roles.
A localisation framework translating Peroni 0.0% x Ferrari's global F1 sponsorship into market-and-channel roles across the UK, Italy and Romania.
Disrupt & Guide
Notice · navigate · remember
Engage & Convert
Understand · interact · choose
Seal the Deal
Reward · recall · return
🇬🇧UK
Make F1 social
Pub rituals · rewards · participation
Make F1 shoppable
Clear CTA · shelf disruption · reward value
Make F1 clickable
Search · reviews · bundles · PDP confidence
🇮🇹Italy
Make F1 emotional
Aperitivo · elegance · staff storytelling
Make F1 occasion-led
Design · gifting · lifestyle storytelling
Make F1 scroll-worthy
Lifestyle imagery · emotion · story
🇷🇴Romania
Make F1 premium
Social discovery · visibility · simple prompts
Make F1 easy to choose
Price visibility · pack clarity · premium cues
Make F1 discoverable
Mobile-first · digital rewards · post-purchase value
Built from GWI audience research, secondary market research and primary audit scoring criteria across 100+ assets.
Not one global idea translated three times — nine local roles for one global partnership.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
How the Framework Guided Decisions
The framework turned the audit into market playbooks: not one list of activation ideas, but a set of rules for what Ferrari needed to do in each commercial environment.
View Summaries & Toolkits
Strategic adoption and public alignment
The work formed part of the global 2026 Peroni 0.0% x Ferrari BTL toolkit, giving market and channel teams a repeatable way to judge how the partnership should show up across bars, shelves and digital shopping environments. The value of the work was strategic adoption and decision clarity: a clearer way to make one global sponsorship commercially useful without flattening it into one activation logic.
Later public activity appears directionally aligned with the same logic:
Club Peroni’s Ferrari promotion connected purchase, QR entry, game mechanics, leaderboard rewards and a Monza prize across in-store, online and outlet routes.
The Italian Way campaign framed the partnership through Italian passion, style, fan participation and cultural experience.
House of Peroni London turned race weekend into a participatory experience built around Italian hosting, racing interaction and Club Peroni sign-up.
Drive to Monza treated Ferrari as Italian cultural emotion, making the Monza moment about lifestyle, fandom and national pride.
In Romania, Peroni 0.0% variant launches supported the market’s premium discovery role through Italian-inspired alcohol-free products and retail availability.
Go Back to Case Study
kimhutton.
Peroni 0.0% x Formula 1 Partnership
Turning one global Ferrari sponsorship into nine localised commerce roles.
Client: Peroni Nastro Azzurro 0.0% x Ferrari
Role: Senior Integrated Commerce, Shopper & Experience Strategist, Momentum Worldwide
Focus: Sponsorship strategy · shopper behaviour · localisation · BTL toolkit
Scope: UK, Italy, Romania · on-trade, off-trade, e-commerce
Proof: Framework included in the global 2026 Peroni 0.0% x Ferrari BTL toolkit
Relevance: A global commerce strategy case showing how I translate audience behaviour, market nuance and purchase environments into creative and retail decision logic.
The brief asked for a BTL audit. The real strategic challenge was to make a global Ferrari partnership commercially useful at the point of choice: across bars, shelves and digital shopping environments.
Context
Peroni 0.0% needed to understand how its Ferrari partnership could support 2026 BTL activation in a category where F1 was becoming increasingly crowded by alcohol and alcohol-free brands. The brief was to audit BWS and adjacent-category activations across the UK, Italy and Romania, spanning on-trade, off-trade and e-commerce.
The work needed to move beyond inspiration. It had to help teams understand how one global sponsorship could flex across different markets, channels and shopper behaviours without becoming a copy-paste activation model.
Tension
Ferrari gave Peroni 0.0% immediate recognition, but recognition alone would not make the partnership commercially useful.
The risk was treating F1 as a universal shortcut: the same badge, message and mechanic across markets where 0.0%, sport culture and purchase behaviour worked differently. The challenge was not simply where Ferrari could appear. It was what Ferrari needed to help people do in each commercial environment.
One Ferrari partnership could not behave the same everywhere.
The challenge was not translating Ferrari. It was understanding what Ferrari needed to do differently by channel and market.
Channel Pressure
ON-TRADE
Rituals · visibility · staff influence
OFF-TRADE
Shelf disruption · packaging · promotion
E-COMMERCE
Search · PDP clarity · digital storytelling
Market Pressure
🇬🇧 UK
Pub-led participation
Humour · rewards · QR scepticism
🇮🇹 Italy
Aperitivo emotion
Heritage · design · premium storytelling
🇷🇴 Romania
Premium discovery
Price sensitivity · digital engagement · sponsorship cues
One global asset. Different behaviours to influence.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
Insight
The audit showed that F1 was not behaving like one sponsorship occasion. It was behaving like different commercial opportunities by market.
The UK opportunity was more social and participatory, built around race-day rituals and pub-led behaviour. Italy required a more emotional and cultural role, connected to aperitivo, design, heritage and national pride. Romania needed Ferrari to work harder as a premium discovery cue, helping Peroni 0.0% feel more visible, intentional and worth trying.
The insight was that localisation could not stop at language, assets or market adaptation. It had to happen at behaviour level: what makes people notice, care, interact and choose Peroni 0.0% in each channel.
Strategic Shift
I shifted the work from “where can Ferrari appear?” to “what commercial job should Ferrari do here?”
That moved the audit from best-practice inspiration into a market-and-channel decision framework for turning sponsorship visibility into interaction, purchase confidence and post-purchase value.
The Localisation Framework
To make the shift usable, I developed the localisation framework behind the toolkit: a scoring system across Disrupt & Guide, Engage & Convert and Seal the Deal.
Each phase was adapted by market and channel, using GWI dashboards, secondary market research and primary audit evidence to judge activations by behaviour and commercial role, not just visual standout. The framework gave teams a way to evaluate how Ferrari should function in an on-trade, off-trade or e-commerce environment — and what it needed to make easier, clearer or more motivating for the shopper.
One partnership. Nine activation roles.
A localisation framework translating Peroni 0.0% x Ferrari's global F1 sponsorship into market-and-channel roles across the UK, Italy and Romania.
Disrupt & Guide
Notice · navigate · remember
Engage & Convert
Understand · interact · choose
Seal the Deal
Reward · recall · return
🇬🇧 UK
🇮🇹 ITALY
🇷🇴 ROMANIA
ON-TRADE
Make F1 social
Pub rituals · rewards · participation
Make F1 emotional
Aperitivo · elegance · staff storytelling
Make F1 premium
Social discovery · visibility · simple prompts
OFF-TRADE
Make F1 shoppable
Clear CTA · shelf disruption · reward value
Make F1 occasion-led
Design · gifting · lifestyle storytelling
Make F1 easy to choose
Price visibility · pack clarity · premium cues
E-COMMERCE
Make F1 clickable
Search · reviews · bundles · PDP confidence
Make F1 scroll-worthy
Lifestyle imagery · emotion · story
Make F1 discoverable
Mobile-first · digital rewards · post-purchase value
Built from GWI audience research, secondary market research and primary audit scoring criteria across 100+ assets.
Not one global idea translated three times — nine local roles for one global partnership.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
How the Framework Guided Decisions
The framework turned the audit into market playbooks: not one list of activation ideas, but a set of rules for what Ferrari needed to do in each commercial environment.
View Summaries & Toolkits
Strategic adoption and public alignment
The work formed part of the global 2026 Peroni 0.0% x Ferrari BTL toolkit, giving market and channel teams a repeatable way to judge how the partnership should show up across bars, shelves and digital shopping environments. The value of the work was strategic adoption and decision clarity: a clearer way to make one global sponsorship commercially useful without flattening it into one activation logic.
Later public activity appears directionally aligned with the same logic:
Club Peroni’s Ferrari promotion connected purchase, QR entry, game mechanics, leaderboard rewards and a Monza prize across in-store, online and outlet routes.
The Italian Way campaign framed the partnership through Italian passion, style, fan participation and cultural experience.
House of Peroni London turned race weekend into a participatory experience built around Italian hosting, racing interaction and Club Peroni sign-up.
Drive to Monza treated Ferrari as Italian cultural emotion, making the Monza moment about lifestyle, fandom and national pride.
In Romania, Peroni 0.0% variant launches supported the market’s premium discovery role through Italian-inspired alcohol-free products and retail availability.
Go Back to Case Study
kimhutton.
Peroni 0.0% x Formula 1 Partnership
Turning one global Ferrari sponsorship into nine localised commerce roles.
Client: Peroni Nastro Azzurro 0.0% x Ferrari
Role: Senior Integrated Commerce, Shopper & Experience Strategist, Momentum Worldwide
Focus: Sponsorship strategy · shopper behaviour · localisation · BTL toolkit
Scope: UK, Italy, Romania · on-trade, off-trade, e-commerce
Proof: Framework included in the global 2026 Peroni 0.0% x Ferrari BTL toolkit
Relevance: A global commerce strategy case showing how I translate audience behaviour, market nuance and purchase environments into creative and retail decision logic.
The brief asked for a BTL audit. The real strategic challenge was to make a global Ferrari partnership commercially useful at the point of choice: across bars, shelves and digital shopping environments.
Context
Peroni 0.0% needed to understand how its Ferrari partnership could support 2026 BTL activation in a category where F1 was becoming increasingly crowded by alcohol and alcohol-free brands. The brief was to audit BWS and adjacent-category activations across the UK, Italy and Romania, spanning on-trade, off-trade and e-commerce.
The work needed to move beyond inspiration. It had to help teams understand how one global sponsorship could flex across different markets, channels and shopper behaviours without becoming a copy-paste activation model.
Tension
Ferrari gave Peroni 0.0% immediate recognition, but recognition alone would not make the partnership commercially useful.
The risk was treating F1 as a universal shortcut: the same badge, message and mechanic across markets where 0.0%, sport culture and purchase behaviour worked differently. The challenge was not simply where Ferrari could appear. It was what Ferrari needed to help people do in each commercial environment.
One Ferrari partnership could not behave the same everywhere.
The challenge was not translating Ferrari. It was understanding what Ferrari needed to do differently by channel and market.
Channel Pressure
ON-TRADE
Rituals · visibility · staff influence
OFF-TRADE
Shelf disruption · packaging · promotion
E-COMMERCE
Search · PDP clarity · digital storytelling
Market Pressure
🇬🇧 UK
Pub-led participation
Humour · rewards · QR scepticism
🇮🇹 Italy
Aperitivo emotion
Heritage · design · premium storytelling
🇷🇴 Romania
Premium discovery
Price sensitivity · digital engagement · sponsorship cues
One global asset. Different behaviours to influence.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
Insight
The audit showed that F1 was not behaving like one sponsorship occasion. It was behaving like different commercial opportunities by market.
The UK opportunity was more social and participatory, built around race-day rituals and pub-led behaviour. Italy required a more emotional and cultural role, connected to aperitivo, design, heritage and national pride. Romania needed Ferrari to work harder as a premium discovery cue, helping Peroni 0.0% feel more visible, intentional and worth trying.
The insight was that localisation could not stop at language, assets or market adaptation. It had to happen at behaviour level: what makes people notice, care, interact and choose Peroni 0.0% in each channel.
Strategic Shift
I shifted the work from “where can Ferrari appear?” to “what commercial job should Ferrari do here?”
That moved the audit from best-practice inspiration into a market-and-channel decision framework for turning sponsorship visibility into interaction, purchase confidence and post-purchase value.
The Localisation Framework
To make the shift usable, I developed the localisation framework behind the toolkit: a scoring system across Disrupt & Guide, Engage & Convert and Seal the Deal.
Each phase was adapted by market and channel, using GWI dashboards, secondary market research and primary audit evidence to judge activations by behaviour and commercial role, not just visual standout. The framework gave teams a way to evaluate how Ferrari should function in an on-trade, off-trade or e-commerce environment — and what it needed to make easier, clearer or more motivating for the shopper.
One partnership. Nine activation roles.
A localisation framework translating Peroni 0.0% x Ferrari's global F1 sponsorship into market-and-channel roles across the UK, Italy and Romania.
Disrupt & Guide
Notice · navigate · remember
Engage & Convert
Understand · interact · choose
Seal the Deal
Reward · recall · return
🇬🇧 UK
🇮🇹 ITALY
🇷🇴 ROMANIA
Make F1 social
Pub rituals · rewards · participation
Make F1 emotional
Aperitivo · elegance · staff storytelling
Make F1 premium
Social discovery · visibility · simple prompts
Make F1 shoppable
Clear CTA · shelf disruption · reward value
Make F1 occasion-led
Design · gifting · lifestyle storytelling
Make F1 easy to choose
Price visibility · pack clarity · premium cues
Make F1 clickable
Search · reviews · bundles · PDP confidence
Make F1 scroll-worthy
Lifestyle imagery · emotion · story
Make F1 discoverable
Mobile-first · digital rewards · post-purchase value
ON-TRADE
OFF-TRADE
E-COMMERCE
Built from GWI audience research, secondary market research and primary audit scoring criteria across 100+ assets.
Not one global idea translated three times — nine local roles for one global partnership.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
How the Framework Guided Decisions
The framework translated the sponsorship into market-specific commerce guidance. It helped teams move from one list of activation ideas to a clearer set of rules for how Ferrari should behave in different commercial environments.
In the UK, the framework prioritised race-day ritual and participation. In Italy, it prioritised cultural meaning, premium design and occasion-led storytelling. In Romania, it prioritised premium discovery, pack clarity and digital follow-through.
Across all three markets, the framework gave the partnership a clearer job: create salience, simplify choice, build emotional relevance or support reasons to engage again.
View Summaries & Toolkits
Strategic adoption and public alignment
The work formed part of the global 2026 Peroni 0.0% x Ferrari BTL toolkit, giving market and channel teams a repeatable way to judge how the partnership should show up across bars, shelves and digital shopping environments. The value of the work was strategic adoption and decision clarity: a clearer way to make one global sponsorship commercially useful without flattening it into one activation logic.
Later public activity appears directionally aligned with the same logic:
Club Peroni’s Ferrari promotion connected purchase, QR entry, game mechanics, leaderboard rewards and a Monza prize across in-store, online and outlet routes.
The Italian Way campaign framed the partnership through Italian passion, style, fan participation and cultural experience.
House of Peroni London turned race weekend into a participatory experience built around Italian hosting, racing interaction and Club Peroni sign-up.
Drive to Monza treated Ferrari as Italian cultural emotion, making the Monza moment about lifestyle, fandom and national pride.
In Romania, Peroni 0.0% variant launches supported the market’s premium discovery role through Italian-inspired alcohol-free products and retail availability.
Go Back to Case Study
kimhutton.
Peroni 0.0% x Formula 1 Partnership
Turning one global Ferrari sponsorship into nine localised commerce roles.
Client: Peroni Nastro Azzurro 0.0% x Ferrari
Role: Senior Integrated Commerce, Shopper & Experience Strategist, Momentum Worldwide
Focus: Sponsorship strategy · shopper behaviour · localisation · BTL toolkit
Scope: UK, Italy, Romania · on-trade, off-trade, e-commerce
Proof: Framework included in the global 2026 Peroni 0.0% x Ferrari BTL toolkit
Relevance: A global commerce strategy case showing how I translate audience behaviour, market nuance and purchase environments into creative and retail decision logic.
The brief asked for a BTL audit. The real strategic challenge was to make a global Ferrari partnership commercially useful at the point of choice: across bars, shelves and digital shopping environments.
Context
Peroni 0.0% needed to understand how its Ferrari partnership could support 2026 BTL activation in a category where F1 was becoming increasingly crowded by alcohol and alcohol-free brands. The brief was to audit BWS and adjacent-category activations across the UK, Italy and Romania, spanning on-trade, off-trade and e-commerce.
The work needed to move beyond inspiration. It had to help teams understand how one global sponsorship could flex across different markets, channels and shopper behaviours without becoming a copy-paste activation model.
Tension
Ferrari gave Peroni 0.0% immediate recognition, but recognition alone would not make the partnership commercially useful.
The risk was treating F1 as a universal shortcut: the same badge, message and mechanic across markets where 0.0%, sport culture and purchase behaviour worked differently. The challenge was not simply where Ferrari could appear. It was what Ferrari needed to help people do in each commercial environment.
One Ferrari partnership could not behave the same everywhere.
The challenge was not translating Ferrari. It was understanding what Ferrari needed to do differently by channel and market.
Channel Pressure
ON-TRADE
Rituals · visibility · staff influence
OFF-TRADE
Shelf disruption · packaging · promotion
E-COMMERCE
Search · PDP clarity · digital storytelling
Market Pressure
🇬🇧 UK
Pub-led participation
Humour · rewards · QR scepticism
🇮🇹 Italy
Aperitivo emotion
Heritage · design · premium storytelling
🇷🇴 Romania
Premium discovery
Price sensitivity · digital engagement · sponsorship cues
One global asset. Different behaviours to influence.
Ferrari created global recognition, but the strategy had to define what that recognition needed to do differently by market and commerce environment.
Insight
The audit showed that F1 was not behaving like one sponsorship occasion. It was behaving like different commercial opportunities by market.
The UK opportunity was more social and participatory, built around race-day rituals and pub-led behaviour. Italy required a more emotional and cultural role, connected to aperitivo, design, heritage and national pride. Romania needed Ferrari to work harder as a premium discovery cue, helping Peroni 0.0% feel more visible, intentional and worth trying.
The insight was that localisation could not stop at language, assets or market adaptation. It had to happen at behaviour level: what makes people notice, care, interact and choose Peroni 0.0% in each channel.
Strategic Shift
I shifted the work from “where can Ferrari appear?” to “what commercial job should Ferrari do here?”
That moved the audit from best-practice inspiration into a market-and-channel decision framework for turning sponsorship visibility into interaction, purchase confidence and post-purchase value.
The Localisation Framework
To make the shift usable, I developed the localisation framework behind the toolkit: a scoring system across Disrupt & Guide, Engage & Convert and Seal the Deal.
Each phase was adapted by market and channel, using GWI dashboards, secondary market research and primary audit evidence to judge activations by behaviour and commercial role, not just visual standout. The framework gave teams a way to evaluate how Ferrari should function in an on-trade, off-trade or e-commerce environment — and what it needed to make easier, clearer or more motivating for the shopper.
One partnership. Nine activation roles.
A localisation framework translating Peroni 0.0% x Ferrari's global F1 sponsorship into market-and-channel roles across the UK, Italy and Romania.
Disrupt & Guide
Notice · navigate · remember
Engage & Convert
Understand · interact · choose
Seal the Deal
Reward · recall · return
🇬🇧 UK
🇮🇹 ITALY
🇷🇴 ROMANIA
Make F1 social
Pub rituals · rewards · participation
Make F1 emotional
Aperitivo · elegance · staff storytelling
Make F1 premium
Social discovery · visibility · simple prompts
Make F1 shoppable
Clear CTA · shelf disruption · reward value
Make F1 occasion-led
Design · gifting · lifestyle storytelling
Make F1 easy to choose
Price visibility · pack clarity · premium cues
Make F1 clickable
Search · reviews · bundles · PDP confidence
Make F1 scroll-worthy
Lifestyle imagery · emotion · story
Make F1 discoverable
Mobile-first · digital rewards · post-purchase value
ON-TRADE
OFF-TRADE
E-COMMERCE
Built from GWI audience research, secondary market research and primary audit scoring criteria across 100+ assets.
Not one global idea translated three times — nine local roles for one global partnership.
The framework translated one global Ferrari partnership into nine local commerce roles, helping teams judge what the sponsorship should do in each market and channel.
How the Framework Guided Decisions
The framework translated the sponsorship into market-specific commerce guidance. It helped teams move from one list of activation ideas to a clearer set of rules for how Ferrari should behave in different commercial environments.
In the UK, the framework prioritised race-day ritual and participation. In Italy, it prioritised cultural meaning, premium design and occasion-led storytelling. In Romania, it prioritised premium discovery, pack clarity and digital follow-through.
Across all three markets, the framework gave the partnership a clearer job: create salience, simplify choice, build emotional relevance or support reasons to engage again.
View Summaries & Toolkits
Strategic adoption and public alignment
The work formed part of the global 2026 Peroni 0.0% x Ferrari BTL toolkit, giving market and channel teams a repeatable way to judge how the partnership should show up across bars, shelves and digital shopping environments. The value of the work was strategic adoption and decision clarity: a clearer way to make one global sponsorship commercially useful without flattening it into one activation logic.
Later public activity appears directionally aligned with the same logic:
Club Peroni’s Ferrari promotion connected purchase, QR entry, game mechanics, leaderboard rewards and a Monza prize across in-store, online and outlet routes.
The Italian Way campaign framed the partnership through Italian passion, style, fan participation and cultural experience.
House of Peroni London turned race weekend into a participatory experience built around Italian hosting, racing interaction and Club Peroni sign-up.
Drive to Monza treated Ferrari as Italian cultural emotion, making the Monza moment about lifestyle, fandom and national pride.
In Romania, Peroni 0.0% variant launches supported the market’s premium discovery role through Italian-inspired alcohol-free products and retail availability.
Go Back to Case Study