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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.

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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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Our Clients

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As AMEX’s Thought Leadership agency, GSC curates the bi-annual thought leadership series – The American Express Insights Network. This successful series of C-suite networking events invites AMEX’s top merchants to attend live panels with global industry experts.  

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Building on the success of the 2018 inaugural British Fashion Council Designer Pop-Up at Bicester Village, GSC helped conceptualise and launch an expanded boutique for 2019, showcasing 30 British designers in a flagship location at the luxury shopping destination.  

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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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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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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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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 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

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

Our Clients

As AMEX’s Thought Leadership agency, GSC curates the bi-annual thought leadership series – The American Express Insights Network. This successful series of C-suite networking events invites AMEX’s top merchants to attend live panels with global industry experts.  

FIND OUT MORE

Building on the success of the 2018 inaugural British Fashion Council Designer Pop-Up at Bicester Village, GSC helped conceptualise and launch an expanded boutique for 2019, showcasing 30 British designers in a flagship location at the luxury shopping destination.  

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

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

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

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 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

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