Peroni Nastro Azzurro

The House of Peroni

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THE PROBLEM

How do you continue charging a price premium?

THE STRATEGY

A life lived in Italian style – build aspiration and desire by defining Peroni as a modern style brand.

THE IDEA

The House of Peroni – an immersive experience designed for trendsetters and urbanites importing Italian creative culture to the UK.

Having created over seven unique residencies, Peroni has now achieved its highest ever brand scores. The House of Peroni has become a property in itself; it is considered a gold standard category activation and has been duplicated across global markets. Most recently, The House of Peroni has evolved into an immersive experience blending virtual reality, art and of course, Peroni Nastro Azzurro.

BUSINESS IMPACT

#1 in UK

Highest ever brand scores; maintained position as the UK’s #1 premium beer brand

9%

Uplift in sales

1.6M

Website visits since April 2015

MEDIA IMPACT

2,600

Pieces of coverage with over 5 Billion impressions in premium lifestyle publications

50,000+

Key media, influencer & urbanite guests have visited the house

SOCIAL IMPACT

3,000+

Earned Twitter mentions

400,000

New Facebook followers
150%
Growth across Twitter

2,500

Earned Instagram posts

CLIENT TESTIMONIAL

  • M&C Saatchi PR have played a key role in driving the Peroni Nastro Azzurro brand forward. The team have a great balance of being strategic and insightful but also extremely hard-working and diligent ensuring that every detail has been thought of. The team all demonstrate a high-level of professionalism and calmness which permeates throughout the broader team and also makes them a pleasure to work with. One of the critical factors of the success we have enjoyed while working with them is the breadth of their capability – they built the website for the House of Peroni, publish content every day, built the physical house and packed with talent and delivered great breadth and depth of results through social media and blogger particularly.

    - Chris Richards, Marketing Director, Peroni Nastro Azzurro
Peroni Nastro Azzurro – The House of Peroni
Peroni Nastro Azzurro – The House of Peroni
Peroni Nastro Azzurro – The House of Peroni