– Peroni –
House of Peroni
↓
We invited artists to help turn
Peroni into a style brand.
Through an annual pop-up series, we bravely elevated Peroni’s brand proposition of Style applied to Beer in a way that positioned the brand as more than a sponsor,
but a true Patron of Style.
Objectives
I
Drive national
brand awareness
—
II
Drive consideration and
trial in key growth markets
—
III
Further “own” the style
moment across media
and social channels
Programming with leading art and design influencers led to quality press coverage from top tier style publications, including Architectural Digest and NY Magazine’s,
The Cut.
Partnered with Art Production Fund to commission architect Jenny Sabin to design a custom bar and installation in NYC, that was replicated in three other markets.
An annual pop-up event created buzz and a brand experience that people looked forward to, year after year.
“It's very cool that Peroni adapts this every year and taps into different areas of design. The space looks amazing!” - Architectural Digest editor.
Unique experiences inside the space, including an edible collection of luxury sugar pieces created by Sweet Saba, made for great social content worth sharing.
This Project Exemplifies
Partnering with industry leading artists and designers to help curate the House of Peroni experience helped build credibility for the brand in the style category.
What We Did
For its third installment in the U.S., we collaborated with Art Production Fund,
a non-profit organization that presents public art around the world to help curate
the brand experience and solidify the brand’s credibility and participation in the
style conversation.
Why It Mattered
The four-market activation generated 10.7MM earned PR impressions, 13.3M total reach on social media, and volume lift with key customers.