Case Study

PERONI

Services

THE ITALIAN ICON: PERONI NASTRO AZZURRO

Establishing a beer brand in a dark market like Dubai is no easy task, but it’s a challenge Tonic International gladly accepted. By delving into Peroni and focusing on what’s culturally relevant, it wasn’t long before an exciting angle was found that could be work across their social media channels.

THE ITALIAN WAY OF LIFE

By centring Peroni around the pillars of fashion, food, travel and design, we introduced the concept of The Italian Way of life to Dubai.

Content ranging from tips on the best and most authentic Italian restaurants, to creating a buzz around the most exciting events in Dubai, established Peroni as more than just beer; it was the epitome of what it meant to live the good life.

BEING MORE SOCIAL

The Tonic team kick started Peroni’s social media with an influencer-led campaign, including style icon Elias Elindari and globetrotter Michelle Karam, and a selection of 80 curated micro-influencers, whose attitudes and styles were as sophisticated as the brand.

THINGS KEEP GETTING BETTER.

During the year, two key events were successfully brought to life by campaigns on social media: The Product Design Award and Dubai’s first Supper Club, hosted by the Ma Hidden Kitchen Team and Peroni.

WELCOME TO THE CLUB

Melissa, Lele and Stefano, the hosts of Peroni’s successful Supper Club, transformed simple ingredients into works of art.

FANTASTICO

From the moment it was launched on Instagram, #TheItalianWay piqued the interest of over 6000 fans on the platform and generated an online reach of 6.5 million.

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