Beer brand Peroni puts more focus on original content with its online center that will emphasize its Italian heritage. The "House of Peroni" features content by different emerging talents across a wide range of disciplines, including art, fashion, design, photography, music, and food. Content will be updated regularly in hopes of attracting art savvies and other audience groups in London.
Support from a Branded Area
A branded section in Central London will support Peroni’s latest marketing effort. In the following month, the brewing company will host a string of events in Central London. Peroni has collaborated with different individuals from across the creative industry to come up with different works visitors to the house can relate to and interact with.
Part of the Brand’s Anniversary
The effort, created in partnership with M&C Saatchi, is one part of a year-long program that will signify the brand’s 50th anniversary. Peroni has already launched a digital campaign to market a range of clothes for men and women. SABMiller, Peroni’s mother company, hopes the trend towards premium spirits in the UK fares well for Peroni, Pilsner Urquell, and Lozel. The company enjoyed an upturn in its beer sales in the UK last year, and is now prepping up for a major campaign to promote Pilsner Urquell this year.