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PROJECT OVERVIEW

Peroni Nastro Azzurro is the embodiment of Italian style – and what better place to showcase the brand’s passion and flair than in their home country, Italy. Peroni’s foray into Florence with an international activity during Pitti Uomo cemented their alignment with men’s fashion and style, a key brand pillar. Often referred to as Italy’s most prominent men’s street style event, Pitti Uomo is one that continues to generate noise in the Australian market.

3 Degrees were engaged by Carlton United Breweries (CUB) in a PR capacity to create, implement and execute a PR plan which included a rooftop aperitivo event and media partnership to engage local audiences.

CLIENT OBJECTIVES

To align Peroni with international style and men’s fashion on a global scale.

Create authentic ‘of the moment’ Italian content for the Australian market.

Reinforce the brand’s Italian heritage to the Australian audience.

Continue to position Peroni as a cutting edge luxury brand.

OUTCOME

Our main Pitti Uomo leverage activity was to host an aperitivo style cocktail event on the rooftop of the iconic Hotel Continentale in the middle of the four day event. We targeted a selection of Australian media, influencers and VIPs to celebrate Italian style including fashion photographer Lee Oliveira, The Satorialist’s Fashion Director Jenny Walton, Swiss street-style photographer Yvan Rodic from Facehunter, Men’s Health Fashion Director Brian Boye and bloggers Miles Wharton and Khaled Nasr, to name a few.

The iconic rooftop boasted 180-degree views over the historic city, giving guests the opportunity to watch the sun set over Florence’s Ponte Vecchio. Michelin starred restaurant Borgo San Jacopo was secured to create the food, which showcased the finest Italian produce. London’s ‘House of Peroni’ master mixologist, Federico Riezzo impressed guests with an exclusive tasting of the ‘Peroni Infusion’ cocktails. Offering the Peroni Spritz and Peroni E Limoni, Federico brought the cocktails to life with a striking blend of Italy’s number one premium beer and a mixture of classic cocktail flavours.

In addition to the cocktail event, 3 Degrees secured a media partnership with leading men’s lifestyle blog, D’Marge to underpin the coverage of the activities and continue to promote #PeroniStyle in the lifestyle sphere.