Peroni Nastro Azzurro
La Dolce Vita
Great Brand Campaigns
Peroni Nastro Azzurro (Peroni), SAB Miller’s premium Italian beer offering, was rebranded and relaunched with a unique style positioning in spring 2005. Later that year, Peroni went to work on shooting its new cinema advertisement, paying homage to the quintessential film that put Italian style on the map – La Dolce Vita.
The Brief
Create an integrated public relations campaign that amplifies Peroni’s new La Dolce Vita cinema advertisement:
• Delivers “WOW” factor and generates strong coverage in style and consumer titles
• Reinforces Peroni’s “Italian style in a bottle” positioning and challenges traditional beer-brand behaviour
The Challenge
• Putting the words “beer” and “high-style” in the same sentence was unheard of. GSC would need to dissect and exploit Peroni’s Italian heritage – and its inherent link to style – with key influencers, utilising a calculated, strategic seeding program to build credible style credentials
• At the end of the day, the product we were promoting was an advertisement. This posed a big challenge in establishing a credible news story with the style and consumer media
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The Solution
Harness the “style” aspects of the La Dolce Vita cinema advertisement and exploit them with media and influencers:
On-location:
• Secure endorsement for Peroni’s homage from the original film’s star, Anita Ekberg, to increase credibility of the shoot
• Engage target journalists for on-location media trip to interview Anita Ekberg, the “new starlet” of the advert and conduct a La Dolce Vita inspired fashion shoot
Tease:
• Seed Peroni’s La Dolce Vita campaign during Bafta Weekend, including rotating an abbreviated version of the advertisement (styled as a film trailer with minimal Peroni branding) in the exclusive E! Lounge at Variety’s The London Party; and introducing the “new starlet” as the one to watch on the red carpet at the aforementioned event, the Bafta Awards and the Elle Style Awards
Reveal:
• Building on the buzz generated out of Bafta weekend, Peroni’s La Dolce Vita cinema advertisement premiered at a highly anticipated red carpet launch party brimming with celebrities and paparazzi at London’s Design Museum
The Results
• Audience Reach: 93 million +
• PR value: £1.3 million +
• Coverage highlights included: You magazine, Conde Nast Traveller, ES Magazine, Evening Standard, Glamour, OK!, Variety Magazine, Times, Hello! and O (Observer) Magazine
• Impact on sales was immediate, with Peroni meeting its May sales targets in just nine days |
