Peroni Nastro Azzuro
The founder of The Black Arts Company, Ian Cassie, was at the heart of the highly successful global launch of Peroni Nastro Azzurro.
He came up with the “Italian Style” brand positioning as well as creating and directing the ground-breaking Cinema commercials. Experiential marketing, then in its’ infancy, included the world’s first “Pop-up Shop”. Probably the best decision was the Peroni beer glass that helped drive dramatic volume increases of what became the highly profitable global premium beer brand.
‘La Dolce Vita’ is the most famous Italian film of all time. Produced in 1959 it began a global obsession with Italian style. Peroni re-made a short version which was feature on both Cinema and TV advertising across the world. Directed by Ian Cassie it was shot in Cape Town, Stellenbosch and of course Rome.
The brands beautiful tale of a calender being shot next to Lake Como featured the American R&B hit ‘My Girl’ written by Otis Redding Smokey Robinson and Ronald White and was re-recorded for the spot by Mario Biondi. It gave the highly popular Italian singer his first top 10 hit in his home country.
This glass sold 88% more beer than a plain one.
This was responsible for the arrival of experiential marketing and was the first 'Pop Up Shop' in the World.
Nastro Azzuro was the first brand in Italy to use the white space advertising made popular in the US by Volkswagen.
The brand used leading fashion photographers to replace those who concentrated on shoot beer bottles.
London Cru
Award winning Art Direction & Design by Black Arts Creative Ryan Hadley for London Cru Winery.
Gorum Zero
93% Increase.
Sales almost double helped by a brave OOH/Social Media Campaign
For hundreds of years people have enjoyed beer because apart from anything else “it’s good for you”
“Consumer demand to produce a greater variety of beer types, including alcohol-free beers, may also help to increase the number of beers which may have greater potential to improve health, with lower levels of alcohol, while still being tasty products.” Aston University.
This research appeased the wrath of the ASA and contributed to almost a doubling of demand.
Butcombe Brewery’s “Goram” brand has shown that brewing a Zero Alcohol Beer in such a way that it tastes exactly like a “normal” beer has an enormous appeal to consumers.
‘Gorum Zero’ Taste Test.
A cold day in Bristol, just before Christmas, underneath a Banksy, we asked a representative sample of people what they thought of Goram Zero. The results were amazing!
Out of Home advertising across Bristol
Leicester Square, London
‘Tall Tales’ Crocodile in the River Avon
With a budget of less than £5k, by exploiting an old urban myth of a crocodile in the River Avon, via a clever combination of a staged ‘crocodile’ appearance in the river, caught on camera by ‘passers’ by for social media and strategically placed ‘official’ warning signs, The Black Arts Co. delivered 2.1m views on Tik Tok, coverage in the Mirror, Daily Mail and ITV and client sales growth of 193% in the first month alone.
