Peroni
Challenge
Peroni teamed up with Ferrari to unite two Italian legends, but there was a problem: most people watch F1 at home, on their own. In supermarkets, this partnership risked being just another logo on a beer bottle. Peroni needed a retail strategy that would actually excite shoppers and make Formula 1 feel like an event worth caring about.
Insight
F1 fandom feeds on visibility. The more fans you see, the more it feels like something worth being part of. But when everyone's watching alone at home, there's no sense of community. We needed to make F1 fans visible to each other, starting in the supermarket aisle.
The build
We created eye-catching store displays using lights, textures, and bold shapes that stopped shoppers in their tracks.
We released limited-edition Peroni x Ferrari merchandise that let fans show their allegiance.
Results
The campaign performed so well across Europe that it opened doors to bigger opportunities, including a deal with Ferrari driver Charles Leclerc.
The team at Quantum quickly established themselves as critical members of the PNA 0.0% x SF project team demonstrating strong multi-agency collaboration from the offset. The broader brand team were particularly impressed by Quantum’s can-do attitude which saw them work at considerable pace to deliver a global shopper marketing toolkit for use across 20+ markets.
A very strong & broad agency skillset meant that briefs were quickly understood, deadlines were met and assets were delivered to a high level. What’s even better is that the account team are a great group of people and a joy to work with!
Phoebe Small
Senior Global Brand Manager