GSC worked as Peroni’s global communications agency for over ten years, creating their global style and advocacy programme and building their reputation among trendsetters and opinion-leading consumers worldwide

Elevating The Brand Into A Revered Global Style Icon

Over their tenureGSC repositioned Peroni Nastro Azzurro from a domestic pizzeria brand into the world’s most stylish beer with its ‘Italian style applied to beer’, driving conversations across industries. Peroni gained market share and cornered the market on stylish drinking occasions. We managed their brand across 25 key markets and onboarded affiliated communications teams internationally.  

Peroni was quickly considered to be the jewel in the crown of the SABMiller portfolio and GSC helped drive the subsequent successful sale to AB InBev and thereafter to Asahi. The value of the Peroni brand increased from a purchase of 380 million in 2003 to over £2 billion in 2016. Peroni is the most successful global beer brand of recent times. Peroni sold at an incredible multiple of 12 after working with GSC.

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Vogue Italia

GSC created a long-term award-winning strategic partnership with Vogue Italia and its late editor Franca Sozzani which further cemented Peroni as a style icon. 

This collaboration included two landmark international exhibitions. The first was at the Royal Academy celebrating “25 Years of Italian Style” with artists such as Mario Testino and Nick Knight. The second was an innovative digital exhibition – The Visionary World of Vogue Italia – created in collaboration with Super Studios in New York City, and featuring several high-profile creatives such as Baz Luhrmann, A$AP Rocky, Quentin Tarantino, Jessica Chastain, Edie Campbell, Poppy Delevingne, Christian Louboutin, Manolo Blahnik, Olivia Palermo and Zoe Saldana.   

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Emporio Peroni

GSC created Peroni’s original award-winning campaign, which started with the creation of one of the UK’s first pop-ups, Emporio Peroni. On London’s iconic Sloane Street, this thought-provoking campaign and art installation drove conversations around the meaning of Italian style craftsmanship on a global stage. It fuelled enormous global broadcast and print coverage including two full pages in the FT on marketing innovation as well as features on CNN and BBC Worldwide. 

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Antonio Berardi

GSC created and managed Peroni’s partnership with designer Antonio Berardi, who had an ambassadorial relationship with Peroni and created limited-edition, luxury accessories exclusively for the brandThis partnership ran for over five yearsGSC supported his shows, co-created several design collections and organised his mentor work for up-and-coming young designers. 

 

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Made in Italy

GSC forged relationships and creative activations on behalf of Peroni with Georgio Locatelli and the legendary design brand Alessi around this campaign that focussed on Italian excellence in design and food.

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House of Peroni

GSC created the concept of ‘House of Peroni’ to showcase Italian style, arts, and culture. The concept is still being activated by local agencies across the world. 

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Peroni Young Designer Awards

GSC supported the Annual MADE for Peroni Young Designer Awards, a competition for talented young designers in three of the biggest fashion hubs across the country: New York, Los Angeles and Miami. The 2013 program kicked off at Milk Studios and included an expert judging panel comprising Coco Rocha, acclaimed fashion designer Antonio Berardi, co-founder of MADE Jenne Lombardo, winner of the inaugural MADE for Peroni Young Designer Awards Nolan Bellavance and fashion editor and style expert Zanna Roberts Rassi. 

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Results

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“Worked with GSC as International Marketing Manger, Peroni Nastro Azzurro and later as Senior Commercial Manager Jose Cuervo International and again as Regional Managing Director Western Europe and West Africa. GSC thank you for the very good work you did creating the Valigia campaign and bringing in Antonio Berardi as a long-term collaborator. The campaign was very effective and got the attention of the SABMiller board brought to life the concept of Italian style applied to beer in an engaging way and allowed us to bring in a spokesperson who was able to speak about our brand in a way that we could not ourselves.”

– Pierpaolo Indelicato, Peroni Intl Marketing Manager

“GSC truly understand the value of brand collaboration and execute them like no other agency.”

– Antonio Berardi, International fashion designer and Peroni partner

Our Clients

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GSC handled the recent investment round announcement for fashionistas favourite bag rental platform, COCOON.

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Gabrielle Shaw Communications positioned luxury handbag service COCOON at the forefront of the rental conversation at London Fashion Week AW22.

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White Desert, a pioneer in Antarctica luxury adventures prides itself on revealing the interior of Antarctica to its guests. The entire experience is run on strict ecological guidelines and all emissions are offset via the Carbon Neutral company. As a longstanding client, GSC represents White Desert globally on communication and partnerships.  

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GSC manage press and influencer work for Ladurée, with a special focus on creating high profile collaborations, as well as product launches, managing new shop openings and helping to drive both instore and online sales.

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Gabrielle Shaw Communications was tasked by Ladurée to launch their collaboration with Milanese maximalist homeware brand, La Double J.

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GSC created a step change for Addison Ross by elevating its profile and cultivating brand desire, building its luxury lifestyle credentials.

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To celebrate Lunar New Year 2019 at Bicester Village, GSC invited journalists to join the launch of 'Celebrating China', an exciting designer pop-up at Bicester Village curated by international fashion writer and influencer Susie Lau

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GSC was briefed to launch the Corinthia Group’s new 5-star Hotel into London’s highly competitive market. We carved out a place for Corinthia London and positioned the hotel as an innovator, synonymous with contemporary culture.

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Gabrielle Shaw Communications led brand strategy and PR to launch sustainable luxury Ayurvedic beauty pioneer Forest Essentials into the UK via London media, influencers, store retail and D2C digital customers.

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Gabrielle Shaw Communications leads media outreach campaign to announce Skinvaders metaverse activation of PUMA x Gen.G collection

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Next-gen premium apparel brand, VALACLAVA, debuts Call of Duty’s first premium collectables, tasking GSC to launch the collection to media.

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Gabrielle Shaw Communications was appointed to work with London’s game changing aesthetic doctor,  Dr Vicky Dondos, to launch her book, The Positive Ageing Pyramid, and her clinic, The Firm.

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GSC launches Forest Essentials into the UK market

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GSC oversaw the launch of The Grange Festival, a month-long opera and contemporary dance festival, at a crucial juncture following its separation and relocation from The Grange Park to The Grange @ Northington. 

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GSC acts as Nurse Jamie’s UK marketing team, managing brand communications, sales, training and liaising with key accounts. We were briefed to make Nurse Jamie synonymous with transformative, at home treatments and to drive sales in the UK across Net-a-Porter, Cult Beauty and Harrods

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GSC was asked to heighten awareness of the global sustainability platform, Positive Luxury, which awards a Butterfly Mark to those luxury brands demonstrating a measurable commitment to sustainability

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Our Clients

To increase awareness about Ron Abuelo amongst high end consumers and media, GSC implemented a strategic, targeted approach to target and demonstrate the brand's provenance, high quality products and grow brand fame.

FIND OUT MORE

GSC worked with iconic French pastry house, Ladurée, to launch its special edition Ramadan box.

FIND OUT MORE

GSC launched the partnership between Ladurée and the Serpentine Gallery for the iconic Summer Party.

FIND OUT MORE

GSC launched Memo, the luxury Parisian fragrance brand, in the UK, crafting and activating launch strategies for five launches over two years

FIND OUT MORE

Building on GSC’s long-standing relationships with the Corinthia Group, GSC was tasked with creating a strategy for the launch of the highly anticipated Corinthia Yacht Club in Doha, Qatar.

FIND OUT MORE

GSC created an innovative campaign for Selfridges' Project Ocean: a long-term partnership with the Zoological Society of London to protect our oceans. 

FIND OUT MORE

HURR is the UK’s first peer-to-peer wardrobe rental platform giving members access to an unlimited online wardrobe of must have contemporary and designer pieces.

FIND OUT MORE

GSC handled the recent investment round announcement for fashionistas favourite bag rental platform, COCOON.

FIND OUT MORE

Gabrielle Shaw Communications positioned luxury handbag service COCOON at the forefront of the rental conversation at London Fashion Week AW22.

FIND OUT MORE

White Desert, a pioneer in Antarctica luxury adventures prides itself on revealing the interior of Antarctica to its guests. The entire experience is run on strict ecological guidelines and all emissions are offset via the Carbon Neutral company. As a longstanding client, GSC represents White Desert globally on communication and partnerships.  

FIND OUT MORE

GSC manage press and influencer work for Ladurée, with a special focus on creating high profile collaborations, as well as product launches, managing new shop openings and helping to drive both instore and online sales.

FIND OUT MORE

Gabrielle Shaw Communications was tasked by Ladurée to launch their collaboration with Milanese maximalist homeware brand, La Double J.

FIND OUT MORE
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GSC created a step change for Addison Ross by elevating its profile and cultivating brand desire, building its luxury lifestyle credentials.

FIND OUT MORE

GSC represents Bicester Village, helping drive domestic and international visitors to the beautifully landscaped open-air luxury-for-less shopping destination in Oxfordshire.

FIND OUT MORE

To celebrate Lunar New Year 2019 at Bicester Village, GSC invited journalists to join the launch of 'Celebrating China', an exciting designer pop-up at Bicester Village curated by international fashion writer and influencer Susie Lau

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GSC was briefed to launch the Corinthia Group’s new 5-star Hotel into London’s highly competitive market. We carved out a place for Corinthia London and positioned the hotel as an innovator, synonymous with contemporary culture.

FIND OUT MORE

Gabrielle Shaw Communications led brand strategy and PR to launch sustainable luxury Ayurvedic beauty pioneer Forest Essentials into the UK via London media, influencers, store retail and D2C digital customers.

FIND OUT MORE

Gabrielle Shaw Communications leads media outreach campaign to announce Skinvaders metaverse activation of PUMA x Gen.G collection

FIND OUT MORE

Next-gen premium apparel brand, VALACLAVA, debuts Call of Duty’s first premium collectables, tasking GSC to launch the collection to media.

FIND OUT MORE

Gabrielle Shaw Communications was appointed to work with London’s game changing aesthetic doctor,  Dr Vicky Dondos, to launch her book, The Positive Ageing Pyramid, and her clinic, The Firm.

FIND OUT MORE

GSC launches Forest Essentials into the UK market

FIND OUT MORE

GSC oversaw the launch of The Grange Festival, a month-long opera and contemporary dance festival, at a crucial juncture following its separation and relocation from The Grange Park to The Grange @ Northington. 

FIND OUT MORE

GSC acts as Nurse Jamie’s UK marketing team, managing brand communications, sales, training and liaising with key accounts. We were briefed to make Nurse Jamie synonymous with transformative, at home treatments and to drive sales in the UK across Net-a-Porter, Cult Beauty and Harrods

FIND OUT MORE

GSC was asked to heighten awareness of the global sustainability platform, Positive Luxury, which awards a Butterfly Mark to those luxury brands demonstrating a measurable commitment to sustainability

FIND OUT MORE