Beer has been the ugly sister of the drinks industry over the last few years, with volumes largely flat, and much of the glamour of the previous decade now bestowed on champagnes and spirits. The ambition of the Peroni team was to bring some style back to beer marketing.This campaign deliberately avoids the caricatures of beer advertising, and positions Peroni firmly as an Italian fashion icon, in the same class as Gucci, Armani and Prada.Peroni as 'Italian style applied to beer' has struck a chord around the world, in a way that few international campaigns do.

The UK campaign started with the Tease poster on premium sites for a month. Exclusive parties were held with Peroni Primo POS available to be 'stolen'.Then the Peroni Shop was revealed. A single bottle on display, a model on the door; the first shop on Sloane Street so exclusive no-one was allowed in.As the product rolled-out, the Reveal posters went up, and appeared in Style press. The Emporio POS started appearing in bars and clubs and the Salute Peroni evenings began.

Finally Catwalk hit the cinemas, the re-mixed track was released in clubs and the fashion shows began.