Iconic’ Peroni hits cinema screens
Published:  05 September, 2008

Miller Brands UK is launching a new cinema and outdoor advertising campaign in a bid to highlight its position as “an Italian icon”,

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There will also be outdoor ads for the imported lager brand to support a range of beer-related products designed for the brand by upmarket Italian design house Alessi.

The Alessi-Peroni collection includes an “aperitivo love bowl” designed for serving smaller dishes eaten early the evening as a prelude to dinner, a concept around which Peroni has been doing on-trade promotional work.

The other items are a bespoke bottle opener and a bottle cooler.

The designer gear will generally be available only to the on-trade but off-trade consumers will have a chance to win one of 7,000 pieces through an on-pack promotion.

Tessa Pintusewitz, marketing director at Miller Brands UK said: “We are going beyond the mere association with Italian style and are now actively contributing to it through association with engaging Italian icons.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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