A Despot King Quenches His Thirst in Peroni’s Ad for New Alcohol-Free Beer

Nastro Azzurro Zero is the latest entrant to the growing non-alcoholic beer market

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Peroni Nastro Azzurro is the latest brand to enter the burgeoning non-alcoholic beer market

To introduce Nastro Azzurro Zero, a beer with zero alcohol but with the same taste as Peroni Nastro Azzurro, the Italian brewer has launched a comedic campaign set in a fantasy kingdom. 

Created by Saatchi & Saatchi Italy, the ad depicts a despot king who is dissatisfied because he has tasted everything in his realm. One by one, the thirsty ruler’s reverent subjects approach his throne and offer him new and unusual drinks, from Yucatan avocado juice to matcha coconut milk. 

The king dismisses them all with an impatient “Next!”–until a strange visitor catches his attention.



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