Peroni Nastro Azzuro is looking to do something “quintessentially Italian” with its latest marketing campaign, creating a branded opera to promote the premium lager on a UK tour.
Opera di Peroni will be staged as open-air performance around the country this year, featuring a modern soundtrack and audio-visual technology to bring the story, and the brand, to life.
The Miller-owned brand’s events are being supported with integrated media activity, including PR, digital and a partnership with The Guardian.
To further drive awareness, a shortened version of the opera will be performed in clubs and pubs during July and August, with singers engaging directly with drinkers during the busy summer period.
Lucy Jordan, director of customer marketing at Miller Brands, said: “Opera Di Peroni combines Peroni Nastro Azzurro’s stylish and modern values with authentic Italian entertainment.
“The performances will appeal to Peroni Nastro Azzurro’s key demographic and reach a new generation of opera fans.”
She also highlighted the premium positioning of the brand in the new campaign, arguing that customers are “willing to pay more for its authenticity and style”.