SABMiller plc announced the launch of its new Calendario campaign that took place at the Melrose Arch rooftop on 15 November 2007 with an investment of US $50 million.
The Calendario campaign is produced as a short film as well as print, outdoor and other activations that take place in stylish Lake Como and represents Peroni Nastro Azzurro as
a timeless classic. Returning to the 1960s – the decade in which the Birra Peroni family first brewed Peroni Nastro Azzurro – the campaign's centerpiece is a short film, shot in black and white and telling the story of a calendar photo shoot in Italy where each month is a celebration of Italian spirit and features an up-and-coming model with classic, Italian beauty photographed against a stunning setting with Peroni Nastro Azzurro seamlessly embedded in each scene as if carved into the landscape.
The campaign entitled ‘Calendario’ will incorporate a range of advertising and marketing initiatives.
South Africa is the first market to roll out the campaign that continued with a Romanian launch in December 2007 and the other countries will follow in due course.
Globally over five bottles of Peroni Nastro Azzurro are sold every second and the new brand campaign is set to propel the world’s number one premium beer into a new phase of growth.
Peroni Nastro Azzurro is renowned for its groundbreaking campaigns and innovative approaches to marketing the beer brand as effortless chic.
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