Peroni BEHER La Bionda TV Spot

“Blonde? Today, for us, it simply means beer.” With this bold statement, Peroni, alongside Ogilvy, introduces BeHer, a new initiative championing gender equality. The iconic Peroni is reimagined as powerful symbols of strength and autonomy: women who defy stereotypes on the soccer field, entrepreneurs turning vision into reality, and professionals breaking barriers in spaces long dominated by men.

The campaign is set to air on major TV networks in 30- and 15-second formats, with additional placements across all of the brand’s digital and social media platforms.

The song playing in the commercial is “Gone Daddy Gone” by American folk punk band Violent Femmes, featured on their self-titled debut album, released in 1983.

“Gone Daddy Gone” is available for purchase on Amazon as MP3 ($1.29) and for unlimited streaming.