Stolen Glassware

The creative positioning of Peroni Nastro Azzurro allowed the brand to “steal” or at least “borrow” the clothes of other innovative Italian Style Industries. This included a fashion show on the Millennium Bridge in the City of London, mobile cinemas, the world’s first 3D website, classic point of sale and merchandise teams as well as advertising in ‘Vogue’ and ‘GQ’ rather than ‘The Sun’ or ‘Daily Mail’.

The unsung hero though was the innovative glassware. Not only did they allow drinkers to hold up a statement of their “stylish”choice of beer it became very “stealable”. Indeed the cost of 5 million “missing” glasses went into the brands P&L every single year.