Italian premium beer brand, Peroni Nastro Azzurro, is joining forces with Dentsu Hong Kong for an exclusive summer takeover at Hong Kong’s renowned Emperor Cinema. The initiative pairs the distinctive taste of Peroni beer with the grandeur of the silver screen, offering an immersive experience to cinemagoers.
This innovative partnership marks one of the first comprehensive branded dominations of a cinema house in Hong Kong. The campaign will run from 11th May to 2nd August, promising to share Peroni’s signature Italian ethos of “Live Every Moment” with its devotees.
As part of this total immersion, the Emperor Cinema has been aptly renamed “House of PERONI”. In addition, all 183 seat covers have been redesigned, while digital displays, kiosks, and TVCs have been co-opted to drive the campaign’s message. Patrons can also sample their favorite brew at a dedicated tasting booth outside the cinema during weekends.
Peroni, a brand intrinsically linked with film culture, has often hosted popular events like the “Peroni Sunset Cinema” in Singapore. Recognizing the shared love for cinema among its Hong Kong patrons, Peroni has embarked on this unique endeavor to rejuvenate the brand image ahead of summer.
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“We’re thrilled to make this collaboration a reality,” said Kitty Kwan, associate planning director of Dentsu Hong Kong. “We’re aiming to reinforce Peroni’s brand identity in an engaging environment like a cinema house, while also creating an unforgettable beer tasting experience. Our goal is to enhance summer vibes and position Peroni as a summer essential through this integrated media campaign.”
This initiative follows Peroni Nastro Azzurro’s previous successful partnerships. Notably, the brand collaborated with local artist Kazy Chan in July last year to unveil its inaugural graffiti wall in Hong Kong, which embodied the vibrant Italian spirit of “living every moment”.
This vibrant graffiti, an artistic tribute to Southern Italy’s scenic Amalfi Coast, adorns the walls of PMQ, a bustling cultural site in Sheung Wan. Through this, Peroni has crafted an immersive Italian summer experience for the locals, with the artwork encapsulating joyful gatherings and stylish Italian moments.
This news is sourced from Marketing Interactive.