Advertising

Peroni Italy Website

SABMiller

Website design

Our brief was to create a new website to celebrate and enhance Peroni’s brand positioning. Peroni is Italy. Italy is style. The site needed to reinforce the brand’s Italian heritage. It also had to be a vibrant stand-alone brand site, not just an online reflection of the campaign running at the time.

Peroniitaly.com was developed for the brand’s UK market, but based on a site model that could be rolled out across all worldwide markets. The aim was to give a globally-consistent brand experience, offering a regular update of worldwide content while allowing each region to update their own market content. The website also allows online peer-to-peer communication between target consumers, a feature that supports the brand position virally.

Since launch, the site’s traffic has more than tripled. Over 1,000 new unique users are signing up to the member area every day, sharing content via email and SMS, and entering the various competitions on site.