3 Degrees were thrilled to be tasked with creating and executing a multi-tiered launch plan for Peroni Nastro Azzurro’s brand new beer, Peroni Stile Capri. The hero moment; Bondi Icebergs transformed into a Capri Beachclub for a day, with vibrant blue and white stripes covering the iconic 600+ sqm venue, swimmers and sun lovers enjoyed a taste of Italian summer.

To increase public appeal and add a media angle, guests were indulged with complimentary branded merchandise, available throughout the activation. Custom swimwear, visors and towels were produced exclusively for the event whilst Peroni Stile Capri offered complimentary entry for the first two house of the activation.

Live music filled the space from the early afternoon, elevating the experience for the public, allowing them to relax and be transported to the shores of Capri. Once golden hour arrived, Bondi Icebergs was transformed into an exclusive private event, complete with a DJ stage and custom Peroni Stile Capri bar overlooking the swimming pool, with the waves crashing in the background. To complete the night, guests were treated to a surprise performance by DJ Tigerlily, who set the night ablaze with her electronic beats.

SERVICES

Event Concept, Product Development, Travel Management, Photography and Videography Management, Event Styling, Event Hosting, Brand Integration, Graphic Design and Print, Social Media Management

Prior to the event, 3 Degrees engaged Sarah Ellen to act as the face of the launch to generate media interest and public hype. By anchoring the product and campaign with a notable, high fashion face, 3 Degrees were able to position Peroni in a fashion forward way, leading to natural partnerships with publications such as Vogue and GQ, as well as securing the cover of Australian fashion magazine Stellar, with an exclusive shoot and four page spread.

Whilst publishers, tastemakers, VIPs and celebrities were invited to celebrate the launch in true Italian fashion, with the sunset as the picturesque backdrop. Bespoke PR gift boxes were designed and dispatched to all guests who confirmed their attendance, containing Peroni branded swimwear, towels, visors, a 6-pack of Peroni Stile Capri and a Peroni branded bottle opener.