LBi wins global digital status on Peroni and Grolsch beers

SABMiller, the international brewing giant, has appointed LBi to handle the global digital accounts for its Peroni Nastro Azzurro and Grolsch brands.

Peroni: its 'senza tempo' short film ran in cinemas
Peroni: its 'senza tempo' short film ran in cinemas

The brewer did not previously have a retained global digital agency of record for either Peroni or Grolsch.

LBi, which won the account after a competitive pitch, will handle digital activity for Peroni in the UK and globally. Its work for Grolsch will run outside the UK as the Dutch lager is brewed under licence by Molson Coors in the UK and Molson maintains its own separate agency relationships.

The agency will be responsible for developing global digital brand awareness campaigns, as well as creating new strategies for both brands, which will include moving away from destination websites. It will also handle online content creation and distribution, social media strategy, and mobile app development for both brands.

LBi will begin by overhauling Peroni's online presence in key territories including the UK and North America.

The Bank currently handles Peroni's global advertising business and this relationship will be unaffected by the LBi appointment.

Last year, Peroni partnered with the Italian film director Gabriele Muccino to make a short film shown in cinemas. The five-minute ad, "senza tempo", did not mention the brand, but subtly featured camera shots of Peroni.