Peroni Nastro Azzuro has appointed Elvis to handle below-the-line work for the premium Italian beer owned by Miller Brands, following a four-way pitch.
The first activity from the agency launches this week with a brand experience campaign in five cities new to Peroni – Leeds, Cardiff, Brighton, Bristol and Birmingham – and five cities where the brand is already widely available.
A team, accompanied by “the paparazzi”, will hit 168 bars in the ten UK cities through July and August.
The brand experience includes product sampling and an interactive quiz about style, which appears on handheld devices.
This in-bar activity will be backed online by a microsite and a special application for Facebook members.
Outdoor advertising, press and radio promotions will support the campaign. Elvis will also launch a trade promotion for Peroni Nastro Azzuro in August. In further work for Miller Brands, Elvis will run a campaign in September for Miller Genuine Draft in Edinburgh and Glasgow.
A programme called the Urban Art Project will target 18to 25-year-olds in bars and pubs with live installations and online activity.