The Results
• Circulation total of 60,855,747 across national, consumer, broadcast and online media including the Times, Daily Mail, Daily Telegraph, ITN, GMTV, WGSN, Independent, ES Magazine, Evening Standard, Design Week
• Propelled access to key opinion former, celebrity and VIP audience that Peroni would not ordinarily have e.g. Mario Testino, Jasmine Guinness, Hilary Alexander, Roberto Cavalli, Isaac Lock, Patrick Cox, Paul Smith, Katie Grand etc.
• Widespread buzz prior to actual event with A-List players approaching Peroni directly, for the first time, e.g. Miuccia Prada and Rachel Weisz
• Ongoing word of mouth about the collaboration in style circles – new familiarity with Peroni amongst editors, fashion brands, influencers etc
• Over 600 guests attended the launch party and over 4,000 attended the exhibition over 3 days
• Created a living exhibition for media, key influencers and Miller Brands, key customers and consumers as well as nurturing key style editors
• Collaboration with an iconic style brand – VI – overturned widely held perception of Peroni as just another beer brand, it gave style media reason to believe and talk about Peroni in the language of style
• Laid foundation for future style collaborations and allowed us to talk to the highest level media
The high profile association with VI opened doors and shifted perception about Peroni – World Luxury Congress used Peroni as a case study
• Drinks International Magazine voted Peroni Nastro Azzurro “Beer of the Year” due to its ongoing links with fashion and style
• PR initiatives contributed significantly to international sales (excluding Italy) being up by 69 per cent MAT to September 2007
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