The aim was to get the consumer interested in the “Italian style” embodied by Peroni and to direct consumer traffic to the On Trade stores, where the brand was distributed.
During its first two years, Peroni established itself as international brand, via a powerful ATL campaign, and partnering with Italian icons such as “La Dolce Vita”.
Calendar shoots became Happenings that took place in some of the coolest venues in key cities.
Consumers and invited press, could experience 1950s Italy, thanks to Vespa exhibitions, Fiat 500 classics, live music, and Italian flair. They could also witness first-hand models, photographer and the entire production team working on set.