PROMOTIONTION
"The Bank
took a short
term lease on
a shop and
showcased a
single bottle
of Peroni
alongside a
sharp suited
Italian."
The brand new heavies
How can I get my product noticed? Take over a shop, say the people at The Bank
If you’re In the business campaigns in 14 territories across brought ‘La Dolce Vita’ to the public
of launching a brand then you’d the world, from Australia to the uS, by screening the remake of the
do well to speak to the people Colombia to russia, as well as South original from the back of a 60s
at The Bank events Co who create Africa and the uK. The Bank’s 360 branded vehicle, outside hip, city
experiential events to enhance and degree blueprint includes launch locations. Cinema seats, popcorn
reflect a brand’s position. Peroni events, regional brand activations and ice cream were provided for
nastro Azzurro, a premium beer and guerrilla marketing ideas. viewers, along with a chilled bottle
with serious style credentials, has each territory launches with of Peroni nastro Azzurro.
increased sales by 39% in the last emporio Peroni – an exclusive non- The Bank have also orchestrated
year despite the difficulties of the shop boutique opening as far apart event campaigns for companies
uK beer market. Peroni, whose brand as San francisco, Lima and Mumbai. such as Coutts & Co, Virgin and
advertising is handled worldwide by Kicking off in London, The Bank Vodafone whilst helping to launch
The Bank, turned to the company’s took a short term lease on a shop world famous brands such as o2,
events team for help. "The first thing in Sloane Street, Knightsbridge and orange, etihad and BMI.
to think of when organising events showcased a single bottle of Peroni
for Peroni was to think of it as a alongside a sharp suited Italian. for further information
fashion label rather than a beer," It was estimated that 63 million contact richard
says Jaclyn Watson, Head of the people around the world saw or McHardy at The Bank
events Company at The Bank. heard the resulting news stories. www.thebank.co.uk
Peroni is now running three The ‘Cinema Peroni’ campaign TeL +44(0)207 612 8000
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