Asahi Europe & International has appointed Havas as the global creative agency for Peroni Nastro Azzurro, winning the competitive pitch against incumbent, McCann London, adam&eve\TBWA and Leo. Havas already works with Asahi on its other brands, including Asahi Super Dry.

The pitch run by AAR, began in April with final pitches in June. McCann will continue to work on a final UK project, that is scheduled to go live in 2027, but the transition is immediate.

​Małgorzata Lubelska, global brands CMO, Asahi Europe & International, stated, “Following a thorough review of our global brand direction and future growth ambitions, we have appointed Havas as our new global creative partner. This decision positions Peroni Nastro Azzurro for its next chapter of growth, and enables us to bring our global brands together, including Asahi Super Dry, under a single strategic partner. We would like to thank McCann for their dedication to the brand and delivering the ONLY platform for multiple markets.”

​Mark Whelan, UK chairman and CCO, Havas, added, “Grazie mille to the tireless and talented Havas teams, to the AAR for a thoroughly constructive process, and most of all to the Peroni crew for the opportunity to partner on such an iconic brand. We’re looking forward to building on the great work from the Peroni Nastro Azzurro and McCann teams. Our fridges look so much better with premium Italian lager within.”

​Mel Arrow, CEO of McCann London, commented, “I’d like to thank the McCann team who have worked relentlessly on the Peroni Nastro Azzurro brand for two years. Achieving the brand’s first Cannes shortlisted work, producing iconic out of home (that looked especially bellissimo on Piccadilly Lights), and contributing to a turnaround in growth for key markets. We wish the Peroni Nastro Azzurro team, and Havas, all the best in their next chapter. We would also like to thank the AAR for an excellently run process.”