In 2010 SABMiller needed to breathe new life in to their Peroni brand. Growth was slowing and there were worrying signs that the Italian style positioning was failing to engage the younger contemporary audience.
Our solution was to create a new platform, The House of Peroni. Inspired by the great Italian fashion houses, the platform was designed to generate a flow of ever changing experiences and stories that would engage the hard to reach trend setter audience, establish it as ‘more premium’ in the market and achieve a leading price premium at the bar.
At its heart The House of Peroni is a partnership between the brand and the best talent from the world of Italian culture - be it fashion, film, art, food or drink.
It is now the leading UK premium lager by value, with the best price premium in the market.
• 66,000 visitors to the residencies to date, who clocked a three-hour average dwell time.
• Brand awareness among ‘trendsetters’ is at 24% - the highest result for any Peroni activation in Europe.
• 5 billion social impressions
• 970,000 websites visits
• 1,500 media articles / £14m in PR value
• £250,000 of revenue taken at the houses
