Peroni - Beradi Fashion

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The Brief

To bring to Peroni to life with the shared values of Italian craftsmanship and style by collaborating with iconic Italian fashion designer Antonio Berardi

Our Solution

Elvis devised a co-branded collection of Peroni and Berardi fashion items. The campaign was fully integrated, comprising ATL advertising, PR and both on and off trade BTL activations. This last activity consisted of an interactive 'iBar' (reacting and moving when a Peroni bottle was placed on the famous blue ribbon), and an on bottle promotion to instantly win one of the three exclusive items

The Results

The iBar and in-bar experiential programme generated a 12.6% redemption rate (double the target) as well as increasing ROS in each activated bar (1500% in Karma Bar, Brighton). Tesco saw a 30.2% redemption rate from the on-pack promotion and Wine Rack achieved 19.8%

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