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”.
JUL
About the Author
Helen has 10 years’ PR experience across both B2C and B2B markets. She specialises in organising strategic and creative PR campaigns, which focus on clients’ individual objectives and encompass media relations and online PR; press office management, event organisation, competitions and promotions; CSR strategies; award entries; reputation and crisis management and internal communications. In addition, Helen has devised multi-tactical marketing communications campaigns, including media planning and buying; direct mail; workshops and training; script writing and production of DVDs; copywriting for brochures, annual reports, websites, newsletters, e-shots and leaflets. Helen’s qualification include: CAM (Communications, Advertising and Marketing) Diploma, BA (Hons) Fine Art. She is a member of the CIPR.