The Secret to Cracking System1

Peroni’s ‘Snow Angel’ graces outdoor spaces again this winter season. 

It’s a timely reminder of the power of creativity, that not only resonates with consumers, but also delivers excellent performance. More than a great idea; stand out OOH demands meticulous execution, simplicity, and a clear understanding of what works.

According to System1 - and probably no surprise - the answer lies in a combo of bold branding, product focus, and impactful creative. Three pillars outlined in ‘The Perfect Poster’ report by System1 and JCDecaux.

1. Be Brand Bold 

System1 research shows that 55% of consumers misattribute a brand after seeing an OOH ad for just two seconds. That’s over half the media impact lost. To combat this, “Be Brand Bold” is the way forward - ensuring the brand is unmistakably and unapologetically front and centre.

For Peroni’s Snow Angel campaign, we were asked to make the bottle and brand the focus. That challenge is what led to the solution. Illustrating the brand promise – to live every moment. So a single Peroni bottle, coming to life to create a snow angel, becomes the hero. This simplicity - free from distractions - cements brand recognition. The result? A fluency rating of 94%, affirming that the ad delivers immediate and clear brand recall.

2. Bigger Is Actually Better 

OOH isn’t about fine print; it’s about commanding attention with a large, clear, understandable visual and product. 

System1’s data underscores this - doubling the product size increases view time by 86%, driving both short-term impact and long-term brand recall.

For many, winter can feel like a chore - cold mornings, grey skies, and endless layers. Snow Angel flips that narrative. The Peroni bottle takes centre stage, not just as a product, but demonstrating this symbol of the joy of winter. The snow angel wings scales up its presence, drawing the eye and embedding itself in the consumer’s mind. The visual strikes a balance between product prominence and emotional resonance, celebrating the season in a playful way. 

By tapping into the universal joy of making snow angels, it evokes nostalgia and humanity. It doesn’t just sell Peroni; it redefines how consumers perceive it during the colder months.

3. Less is More

System1’s insights makes clear something we’ve heard since our careers began: less is more. 

Ads with fewer than 10 words see a 30% increase in brand recall compared to those with longer copy. Short, striking visuals coupled with minimal text deliver emotional engagement and lasting impact.

No headlines, no distractions, no clutter. Just a striking visual that combines nostalgia and familiarity. 

Andrew Tindall, SVP partnerships at System1 says, “Outdoor media must capture instant attention and cue the brand quickly, as viewers often have only seconds to see an ad. Peroni’s Snow Angel campaign is a perfect example, achieving 85% brand recognition in just two seconds. With bright colours, bold brand codes, and playful, seasonal imagery, it grabs attention and drives a positive emotional response, outperforming the outdoor average by +1.6 Stars for long-term impact. The ad’s simplicity highlights the importance of avoiding overload in fleeting moments.”

Creativity That Performs

We must do a shout out to other recent stand out OOH. British Airways, McDonald’s and Tesco have done stellar OOH this year - all following the System 1 principles.

We admit there have been times where we haven’t always followed these simple principles. Sometimes it was because of us, sometimes it was beyond our control. So we should all take these principles as good reminders. Turning two seconds into something people remember.

“It’s fantastic to see this ad return for a second year. Consistency delivers proven commercial benefits, and Peroni is capitalising on that with a well-branded, emotional, and playful campaign. By building on such strong creative foundations, they’re positioning themselves to strengthen brand resonance year after year,” says Andrew Tindall at System1.

As Snow Angel lights up outdoor spaces again this holiday season, it’s a testament to the enduring power of creativity that performs.

Mystery solved.