3 Degrees were a part of the creative team commissioned by Carlton and United Brewery to support Peroni’s inaugural Australian Open sponsorship. Peroni’s effortless style and Italian heritage was brought to Melbourne’s much-loved Grand Slam.
Inspired by Peroni’s Italian values of quality and craftsmanship, 3 Degrees produced activations that included an elevated Aperitivo by Peroni experience to position as the must-do activity that complemented the AO.
To generate earned media and drive social amplification, well-known Australian talent were invited to enjoy the Aperitivo produced by Tipo’s award-winning chefs Andreas Papadakis and Alberto Fava. The two created a delicious menu to celebrate Peroni’s partnership with the AO for an at-home Italian experience. The Aperitivo featured exclusive menu canapes including barbequed prawns with a confit chili and pangrattato, herb focaccia, mortadella with a nasturtium salsa verde and smoked egg paired with popular Italian bites by Tipo 00 and of course, Peroni Nastro Azzuro.
The premium Aperitivo by Peroni experience was showcased to media and special guests at a private residence before attending a night at the tennis.
To further drive social media and editorial coverage, 3 Degrees creatively directed two stunning photoshoots that embodied Peroni’s premium positioning. The gorgeous content was shared with key media to amplify the Aperitivo by Peroni offering and Peroni’s association to the Australian Open.
Event management, PR and media relations, guest list creation and management, talent engagement and logistics, photography and content creation, VIP guest services, social media strategy management, budget management, supplier management, editorial procurement and associated event PR.
“Peroni is synonymous with true style and is naturally at home at any premium occasion, so it made sense during the current climate that an at-home experience was created”
– Edwina Murphy, Marketing Manager, Asahi & Peroni