Partnering with SHARP, Canada’s authority in men’s style, we paired the “Dolce Vita” theme with their editorial expertise, providing validation of Peroni’s style credentials.

We worked with editorial to identify and tag articles with “Live”, “Love” or “Taste” badges, including Peroni’s signature ribbon. These featured uniquely stylish items and experiences, from travel to upscale tech and cuisine, and included the badge’s verb, bolded emphasis. This implied Peroni’s approval, reinforcing brand association with the finer things in life.

Throughout the year, SHARP’s editors selected the most desirable accessory in each issue to highlight as “The Editor’s Pick, brought to you by Peroni”. The trendy item received a full editorial description and custom Peroni blue ribbon. Adjacent copy let readers know how they could win the item, and also teased upcoming items. This integration was leveraged across SHARP’s website, Facebook, Twitter, Instagram, eNewsletters and iPad properties.

The campaign was innovative and exceptionally customized, thanks to unprecedented collaboration with an expert editorial team. It was the first time an advertiser has been granted long-lead insight into editorial development, allowing us to associate Peroni with the hottest items, accessories and features. Ultimately, in a category declining 2.7% year-over-year, the Dolce Vita campaign helped drive +42% sales growth, making Peroni Canada’s fastest growing Super Premium Import. The “Editor’s Pick” contest delivered more visitors to SHARP’s website than any previous contest, increasing page views by 30% and driving 11,780 entries - a 29% increase vs. similar 2012 executions.