Peroni Nastro Azzurro is launching an on-pack promotion as the first element of its new through-the-line campaign, Accademia del Film. Available in stores from the middle of July, the on-pack promotion is available on 4, 6 and 12 packs of 330ml bottles, bottles of 660ml and 3 x 660ml packs of Peroni Nastro Azzurro.
The campaign is a celebration of Italian style through Italian film and incorporates a short film that Peroni Nastro Azzurro has made in collaboration with world-renowned Italian film director, Gabriele Muccino. Muccino has had international success with his Iconic Italian Film ‘L’Ultimo Bacio’ and enjoyed commercial success with films ‘The Pursuit of Happyness’ and ‘Seven Pounds’.
The on-pack promotion gives Peroni Nastro Azzurro consumers the chance to win one of ten five-star trips to iconic Italian film locations that have inspired Muccino throughout his career.
The cities that winners will be visiting, and the films that Muccino recommends, are Rome - Le Dolce Vita; Siciliy - Cinema Paradiso; Venice - Senso; Florence - Tea with Mussolini and Tuscany - La Vita e Bella.
The promotion directs customers to www. peroniitaly.com where they enter a code from the pack to be in with a chance of winning and where they can view the Peroni Nastro Azzurro and Muccino film.
All entrants will also be offered the opportunity to experience the uniqueness of Italian film themselves with a complimentary download of an Italian film via Blinkbox, a movie-on-demand service.
Sarah Catton, Customer Marketing Manager, from Miller Brands said, “We’re delighted that the on-pack promotion is launching a stunning new campaign which will excite and captivate our customers and consumers.
“Peroni Nastro Azzurro’s on-pack promotions have always proved to be popular with high levels of engagement and redemption. As well as driving growth and interest in the world beer category they add value to the consumers who purchase them.”
The on-pack promotion is just one element of Peroni Nastro Azzurro’s new through-the-line activity which goes live in August and includes experiential activity in the on-trade as well as cinema, outdoor and digital media.
-ENDS-
Issued: 13/07/10
For more information please contact:
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to Editors:
Please find attached images of the 660ml, 4 pack and 12 pack of Peroni Nastro Azzurro’s on-pack promotion.
About Peroni Nastro Azzurro:
• Peroni Nastro Azzurro is the leading number one Italian imported lager in the UK.
• Peroni Nastro Azzurro has been imported to the UK since 1965 as a bottled beer (4-pack – 330ml & 66cl). It is now also available in draught nationwide.
• Peroni Nastro Azzurro is a well-balanced, clear pale lager made by brewing the finest spring-planted barley and Italian maize combined with malts and hops to create the highest standard of premium beer
• RRP for a four-pack of Peroni Nastro Azzurro is £4.49
• Website: www.peroniitaly.com
About Miller Brands UK
Miller Brands UK was launched in 2005 and is a subsidiary of SABMiller, one of the world's largest brewers. Miller Brands UK has assumed responsibility for the development of all SABMiller’s international premium brands across the UK; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands UK is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognized and referenced by retailers. More information can be found at www.millerbrands.co.uk.
About Birra Peroni S.p.A.:
SABMiller acquired a majority interest in Birra Peroni in May 2003. Birra Peroni S.p.A It is now the second largest brewer in Italy with an approximate 25% market share and three operating breweries in Bari, Padua and Rome. Its portfolio of brands include the number one beer brand in Italy, Peroni; Peroni Nastro Azzurro and other leading beers including Gran Riserva, Crystall, Tourtel, Wührer, Raffo and Itala Pilsen.