Italy: Peroni Nastro Azzurro adds a new dimension to traditional beer marketing

Peroni Nastro Azzurro adds a new dimension to traditional beer marketing with the launch of its groundbreaking new website - created by Mook, e-consultancy communicated on April 11.

The jewel in Miller Brands (UK)’s premium brand portfolio, Peroni Nastro Azzurro, announces the launch of its groundbreaking new 3D interactive panoramic website http://www.peroniitaly.com. Peroniitaly.com’s new look will be unveiled in tandem with a multi-territory launch of its £4 million UK campaign planned for the beginning of April 2006. The Peroni Nastro Azzurro creative campaign, developed by Creative Agency, The Bank, will mark a turning point for integrated advertising and will bring a new level of design and production values to commercial websites.

The new campaign pays homage to one of Italy’s most stylish creations: The classic movie La Dolce Vita. Fellini’s cinematic masterpiece spurred a global love affair with all things Italian when it was released in 1960. Peroni worked with a handful of Fellini academics to craft an authentic montage of some of the most iconic scenes from La Dolce Vita including the famous Trevi Fountain scene - a feat not undertaken since Fellini filmed there in 1959.

Creative digital consultancy, Mook, has been working with The Bank and Peron Nastro Azzurro’s global PR agency, Gabrielle Shaw Communications, to create the spectacular new website for Peroni Nastro Azzurro. With the crew and production values normally associated with large-scale commercials, three unique interactive 3D panoramas were filmed in Capetown for use solely in the digital domain. These panoramas perfectly match the above-the-line campaign, even using the same cast and crew as the new commercial. The perspective will, however, be completely different, making a strength of the interactivity and small screen nature of the medium and providing the site user with an extraordinary 3D interactive experience.

“We believe this project represents a new high in integrated advertising, setting a bench-mark both in technical development and creative excellence.” Said Lex De Wynter, Head of Strategy, Mook.

Jean-Pierre Van Lin, Marketing Director of Miller Brands (UK) is confident that the website moves the needle for his hand. “We feel that Peroni Nastro Azzurro is breaking new ground in an otherwise rather flat beer market. With our awe-inspiring new approach to web content we are once again making our simple point: Peroni Nastro Azzurro is Italian style applied to beer.”

On entering the site, Peroniitaly.com will be divided into different segments to include the following sections:

The Campaign: this will include information on the new campaign including TV and print Ad as well as interesting facts about the “making of” the commercial.

Heritage: visitors will also be able to navigate their way to the heritage section where they will be able to watch Peroni’s Chief Brew Master, Roberto Cavalli, tell the Peroni story, learn about the secret to its crisp and refreshing recipe and find out historical facts about Peroni.

The i-moda podcast series: exclusive audio interviews with some of the world’s most creative and celebrated influencers and celebrities from fashion, design, football and food. The 20 minute interview will be downloadable from itunes.com and Peroniitaly.com in bi-monthly 10 minute segments. A text version will also be available on the website.

The Directory: an exclusive directory will be developed to include insider insights in to what’s hot in fashion, events, restaurants, bars and gadgets.

Competitions: every month, guests to the site have the chance of winning a host of exciting things from trips to Italy, special branded memorabilia and some stylish Peroni Nastro Azzurro too.

Extras: visitors to the website will be able to download The Sapphires’ re-recorded Baby It's You soundtrack to their MP3 or from itunes. This was originally a hit for The Shirelles in 1960 and features on The Beatles debut album Please, Please Me. Visitors to the website will also be able to navigate their way to screensavers and desktop images.

The trailblazing Italian premium beer has experienced significant growth since it unveiled its new look and unique style positioning less than a year ago. Peroni Nastro Azzurro believes its new campaign will redraw the boundaries between the worlds of advertising and digital media and help it continue to challenge its chief competitors in the beer industry making it a leading premium beer brand in the UK and around the world.

As well as the new website, the new Peroni Nastro Azzurro campaign will include a lager world first, three and a half minute beer advertisement on More 4; cinema advertising; print and outdoor billboards shot by award-winning photographer Tom Stoddart; and beautiful point of sale materials. It will also be supported by exciting consumer experiences and a PR program. The campaign will be launched in the UK, US, South Africa and Romania.

About Birra Peroni S.p.A.:
SABMiller acquired a majority interest in Birra Peroni in May 2003. Birra Peroni S.p.A. boasts a strong heritage dating back to 1846 when it was founded by Francesco Peroni. It is now the second largest brewer in Italy with an approximate 25% market share and three operating breweries in Bari, Rome and Padua. Its portfolio of brands include the number one beer brand in Italy, Peroni; Nastro Azzurro one of the leading brands in the premium segment; and other leading beers including Gran Riserva, Crystall, Tourtel, Wührer, Raffo and Itala Pilsen.

About SABMiller plc
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across five continents. The group’s brands include premium international beers such as Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands. Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.

In the year ended 31 March 2005, the group reported US$2,194 million pre-tax profit and a turnover of US$14,543 million on a UK GAAP basis. SABMiller plc is listed on the London and Johannesburg stock exchanges.

About Miller Brands (UK) Limited
Miller Brands (UK) Limited is the operating arm for SABMiller in the UK, managing the sales, marketing and distribution of Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Castle Lager in the UK. Formed one year ago, SABMiller made an initial investment of £30 million (US$52 million) over two years as a commitment to increase its share of the UK’s premium beer market.

Miller Brands (UK) is based at SABMiller House in Woking. For further information on, please visit the website: www.millerbrands.co.uk.

Peroni Nastro Azzurro Creative Agencies
The Bank is the lead creative agency for Peroni Nastro Azzurro worldwide. Enterprise IG and sister agency The Added Value Group worked with the SABMiller team to develop the new global positioning and packaging. More recently design agency JDO has designed the new global beer fount.

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