Peroni Nastro Azzurro has announced its debut partnership with Channel 4 series ‘First Dates’.
The collaboration will see the Italian beer brand sponsor the ‘First Dates Valentine’s Day Special’ on 14 February, with the partnership running across TV and All 4 with unique thematically linked sponsorship idents.
The sponsorship will also be activated through social platforms, a digital product placement of Peroni Nastro Azzurro 0.0% and a programme licence which will run up to December 2024.
“Channel 4 ‘First Dates’ is one of the nation’s favourite shows and has been for 10 years, giving people from all walks of life an experience to find love,” Asahi UK global brands director, Jonathan Norman said. “We know Peroni Nastro Azzurro is enjoyed across a wide variety of social occasions, and we are excited to highlight how it pairs perfectly with these moments, through Channel 4’s iconic dating show.”
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Creative agency Wavemaker UK reportedly identified the opportunity for Peroni Nastro Azzurro to pair up with First Dates as part of its wider strategic planning to ‘drive saliency amongst a young and upmarket audience’.
Wavemaker UK content lead Monica Newell added: “First Dates is the perfect match for Peroni Nastro Azzurro’s first TV sponsorship with Channel 4. The series’ iconic moments centred around food and drink completely align with the premium proposition of Peroni Nastro Azzurro. We’re excited to take the relationship to the next level by building on the sponsorship through VOD, licensing, social and digital product placement.”
