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Heineken.

Birra Moretti. Italy's best-selling beer.

Birra Moretti's the number one beer brand in Italy, but was virtually unknown in the UK when Heineken acquired it. We needed to spread the word that this premium lager was going to be bigger than an Italian opera singer.

The idea

Pulling power.
We love a good product launch. So, to get the trade to take notice we created a campaign around the beer's colourful heritage. It was started by the Moretti family over 200 years ago and we told its unique story through a combination of sales promotions, literature and giveaways, including free sample packs, Italian language books, competitions and POS.


Results

Celebrating properly.
After our promotion Heineken sold out of Birra Moretti in the UK. Cheers!