Amid the more ordinary announcements that vodka brand Stoli has launched a content channel, and that Diageo is launching an innovation hub, one alcohol brand has started a movement that embodies a fresh kind of innovation.
The House of Peroni isn’t a typical campaign. It’s an exhibition, gallery, restaurant and bar space and more, curated by an esteemed council, built into a grade II listed West London location. It’s been welcoming thousands of visitors to experience the finest and most progressive in Italian art, culture and style. Michelin starred chefs, leading fashion icons and artists have engaged in sellout Peroni events, designed to appeal to all the senses, and delighting its desired key influencers. An integrated experiential campaign, it has created a wealth of edgy, high-class and unique online content & editorial, filled with innovation and experimentation, in everything from sound creation with UV lights, to bespoke furniture, fashion, photography, film, food and sculpture. All served up with ice cold Peroni & Peroni cocktails…
The M&C Saatchi client’s campaign has firmly reinforced the premium brand’s position both in its own category, and amongst the finest in Italian exports, a message percolating to retailers, licensees and consumers alike. Peroni is leading the premium category by example, with simple authenticity. The House of Peroni returns for a second residency in November.
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