Building a global platform with local soul.
Turning divided loyalties into a memorable brand moment during the Euro 2020 final
We tapped into the nation’s biggest sporting moment as England faced Italy in the Euro 2020 final, recognising Peroni drinkers could feel torn between their favourite beer and their national team.
To support England while staying proudly Italian, we temporarily rebranded Peroni as Leoni – the Italian word for "Lions" - giving the brand a unique voice and created widespread talkability.
A simple creative idea activated across PR, social, OOH and trade channels. From outdoor advertising near pubs to media and social content, every touchpoint reinforced Italian support for England.
Rather than choosing sides, we told a story of an Italian brand celebrating England's remarkable journey to the final. The rebrand turned a potential tension into a compelling narrative that resonated with fans.
