To support the brand re-launch, SABMiller announced the global brand strategy for Peroni Nastro Azzurro, which kicked off in London with ‘Emporio Peroni’ – an exclusive non-shop boutique. Situated on London’s Sloane Street, a single bottle of Peroni was showcased on an illuminated plinth in a blank white retail space, captivating passers by who could look but not enter the shop. It was estimated that 63 million people
around the world saw or heard the resulting news stories. The same groundbreaking marketing activation has since appeared in the US, Poland, Peru and Puerto Rico.
Nevertheless, people passing by could peer in the showcase window to see a white room dominated by a single bottle of Peroni's premium brand, Nastro Azzurro, enshrined on a white pedestal. Toward the back stood a sleek, gleaming refrigerator with the brewer's name on it
"Peroni was very much seen as a restaurant beer," said James Crampton, a spokesperson for SABMiller in London. "When we took it over a year ago, we really tried to brand it with this intrinsic Italian iconic image. You have your Gucci, your Fendi, and your Peroni. The idea was to move it from the popular restaurant trade toward the young trendsetting, sophisticated consumers that really are in the forefront of fashion and thinking."
Now the company has created what it calls "Mobile Cinema," a campaign for Peroni beer with the aim of linking the brand with classic Italian movies like "La Dolce Vita," directed by Federico Fellini.
A special Volkswagen van, equipped with an instant theater, has been prowling through London, pausing to create outdoor Cinema Peroni by showing five-minute clips of the movie on bare walls throughout London while Peroni promoters pass out popcorn.
Later on, Peroni's promoters were in the meatpacking district of New York with a party tied to design week there. "Peroni has sponsored a lot around it," Crampton said. "We're also seeing sponsorships with New York fashion week. We're trying to hit the sophisticates and what we really want to do is to get into their minds."
around the world saw or heard the resulting news stories. The same groundbreaking marketing activation has since appeared in the US, Poland, Peru and Puerto Rico.
Nevertheless, people passing by could peer in the showcase window to see a white room dominated by a single bottle of Peroni's premium brand, Nastro Azzurro, enshrined on a white pedestal. Toward the back stood a sleek, gleaming refrigerator with the brewer's name on it
"Peroni was very much seen as a restaurant beer," said James Crampton, a spokesperson for SABMiller in London. "When we took it over a year ago, we really tried to brand it with this intrinsic Italian iconic image. You have your Gucci, your Fendi, and your Peroni. The idea was to move it from the popular restaurant trade toward the young trendsetting, sophisticated consumers that really are in the forefront of fashion and thinking."
Now the company has created what it calls "Mobile Cinema," a campaign for Peroni beer with the aim of linking the brand with classic Italian movies like "La Dolce Vita," directed by Federico Fellini.
A special Volkswagen van, equipped with an instant theater, has been prowling through London, pausing to create outdoor Cinema Peroni by showing five-minute clips of the movie on bare walls throughout London while Peroni promoters pass out popcorn.
Later on, Peroni's promoters were in the meatpacking district of New York with a party tied to design week there. "Peroni has sponsored a lot around it," Crampton said. "We're also seeing sponsorships with New York fashion week. We're trying to hit the sophisticates and what we really want to do is to get into their minds."
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