• by Teresa Buyikian , Yesterday

Peroni Nastro Azzurro, whose name actually translates to “blue ribbon” in Italian, has launched a new brand effort reflective of its namesake to coincide with the 2026 Winter Olympic Games in Milan.

The new “Here For The Nastro Azzurro” campaign stars noted Italian-American chef, author and TV personality Giada De Laurentiis. In the first ad, seen here, De Laurentiis is on the set of a theatrical snow scene, existing a faux gondola and buckling her ski boots as a director shouts “action!” She talks of how “athletes do it for the blue ribbon,” as she pretends to ski downhill while a bartender behind her opens a beer. “But for me, I do it for this blue ribbon” as she picks up a Peroni.

“For us, the blue ribbon isn't just a symbol of athletes reaching their pinnacle: it's part of our brand's decades-long testament to reaching for the Nastro Azzurro in the moments that matter,” said Sofia Colucci, CMO North America, Molson Coors, in  a press release. “’Here for the Nastro Azzurro’ celebrates the joy in everyday moments, bringing people together over something real, beautifully crafted and with unmistakable Italian style.”

The spot concludes with De Laurentiis motioning toward a gold bottle of Peroni, directing viewers how to enter to win the collectible.

The brand’s limited edition gold bottle has an actual blue ribbon around its neck, a 5K solid gold cap and a sleek engraved bottle. Consumers can enter for a chance to win the bottle on the brand’s website. A limited number are also available to purchase for $100 while supplies last.

A second spot highlights a skier racing toward a “blue ribbon-worthy” reward; an aprés-ski bar serving cold Peroni Nastro Azzurro.

The campaign will run across streaming, broadcast, digital, local OOH and social touchpoints throughout the winter season.