Challenge: Bring to life in Hong Kong the concept of Aperitivo the 7pm to 9pm pre dinner moment that is a tradition in Milan or Torino.
Strategy: Select 12 outlets where possible to express exclusivity and european flair.
Once a month create an event where participants are invited to a food pairing when they buy a Peroni beer, guest list only to enhance the exclusive character of the event.
Create a specific ritual for Peroni on tap where the beer is served by models.
Achievements: 4.000 people engaged over a 12 months period, average consumption of beer 2 glasses per person.
Peroni “champagne of the beer” perfectly illustrated through execution