Look, don’t touch
SABMiller has launched a USD 50 million global campaign for Peroni Nastro Azzurro in March 2005 that will incorporate a range of advertising and marketing initiatives based on an adaptation of Frederico Fellini’s 1960’s masterpiece La Dolce Vita, a movie that spurred a global affection for most things Italian – except beer. This is to change now thanks to SABMiller’s 18-month effort to underline the beer’s aspirations as a global premium brand. OK, the campaign is not strictly speaking global – it will focus on the U.K. followed by the U.S., South Africa and Romania..
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6 print issues