“Opera Di Peroni” will be touring the UK as an open-air performance and will be brought to life through innovative staging, a modern soundtrack and audio-visual technology. Opera Di Peroni will be supported by an integrated media campaign including PR, digital, and heavyweight advertising including partnerships with The Guardian and Shortlist.
As part of the new activity, a shortened version of Opera Di Peroni will also be performed in over 50 key pubs and bars across the UK throughout July and August. During the performance, singers will engage with consumers whilst they enjoy aperitivo and Peroni Nastro Azzurro, to drive awareness and excitement around the brand during the busy summer months.
Lucy Jordan, director of customer marketing at Miller Brands said: “Opera Di Peroni combines Peroni Nastro Azzurro’s stylish and modern values with authentic Italian entertainment. The performances will appeal to Peroni Nastro Azzurro’s key demographic and reach a new generation of opera fans.
“Peroni Nastro Azzurro is the UK’s number one World Beer and as such, consumers are willing to pay more for its authenticity and style. The World Beer category is growing three times faster than the total lager category at 13.2%, showing that beers like Peroni Nastro Azzurro provide the opportunity to maximise profits.”