Birra Moretti is encouraging shoppers to ‘Live Italian’ with the launch of limited-edition collectable glassware.
Four designs are available as a gift with the purchase of a Birra Moretti pack.
Each glassware box and selected POS will feature a QR code to an online portal that lets users play games, discover Italian food recipes and possibly win prizes.
Birra Moretti will advertise across TV, cinema, social and out-of-home from April, encouraging consumers to find packs in store.
‘Live Italian’ will be brought to life throughout the year, under Birra Moretti’s biggest marketing campaign to date. This starts with a three-part series available on Amazon Prime Video from March. Each episode follows Jack Whitehall, Maya Jama, and Lawrence Dallaglio as they slow down to explore Italian culture.
Matt Saltzstein, Brand Unit Director at Heineken UK, commented: “Our collectable regional glassware will help grow relevance with GEN Y audiences while providing a big sales opportunity for stockists UK-wide.”
