7 July 2022 – AssoBirra, the most representative association of the beer sector in Italy, is launching a new creative campaign, conceived by the Connexia agency and developed across different communication touchpoints with the aim of showcasing beer consumption opportunities, breaking down barriers and prejudices.
The aim of the project is to present beer as the meal drink par excellence, with an unmistakable taste that enhances not only flavours, but also moments in life, to be enjoyed in company. Small everyday pleasures – such as a dinner with friends, a walk or a bike ride – become even more special when enjoyed with a beer.
The campaign “Beer, the taste that goes with everything,” developed under the creative direction of Anna Vasta and Adriano Aricò, and with client direction by Francesco M. Ferrario, will be online on AssoBirra’s main social properties from July to October.
The creative story will also be flanked by media strategy activities, realised through ADV flights of 15-second video clips, an influencer marketing campaign and media relations activities that will target young adults above all, showing how beer can become part of everyday life, within a balanced and moderate lifestyle.
“We are proud to present this campaign, which is part of a broader association strategy and one of the aims of which is to improve beer culture in Italy,” comments Alfredo Pratolongo, President of AssoBirra. “With this project we want to tell the story of beer from different perspectives and underline Italians’ desire for gratification, sociality, new experiences and new moments of consumption, both at home and when out and about. There will be a focus on wellness and a balanced lifestyle, which have made beer a natural mealtime drink in Italy.”
“We have been collaborating with AssoBirra for quite some time now and we are very happy to once again be able to support the Association by devising and launching a creative campaign to promote beer culture in Italy,” states Paolo d’Ammassa, CEO & Founding Partner of Connexia. “Our team has done an excellent job in responding to the company’s storytelling needs across different channels and with dedicated tones of voice, highlighting the natural characteristics and the many new opportunities for the conscious consumption of a product that is traditionally associated with sociality and conviviality in the collective imagination.”