Launching today (Tuesday 1 April), the initiative will be rolled out across multiple channels including TV, digital, social, OOH, and cinema as well as in off-trade outlets.
Set in the idyllic lakes of Northern Italy, with a timeless black and white aesthetic, the campaign aims to inspire audiences by blending classic Italian flair with playful surrealism and subtle humour.
Creative adventure
The multimillion-pound creative features an ‘effortlessly cool’ protagonist and a group of Italian foxes, who join him on his adventures around ‘The Lake’, a place where no one settles for the expected, especially when it comes to their beer.
Inspired by Angelo Poretti himself, who travelled to Bavaria in 1877 to learn the finest techniques, concocting his own special blend of hops – and bringing what he learned back to his hometown in Northern Italy to create Poretti beer.
The investment marked the Italian heritage brand’s biggest campaign to date.
Poretti head of marketing Sam Jonson said: “The world beer advertising has devolved into a sea of sameness.
New and distinctive
“We wanted to inject something new and distinctive into the category.
“Our new campaign has the elegance and style you’d expect from an Italian brand but with a playful and surreal twist that’s missing from world beer.
“The reality is that daily life can become quite routine and predictable.
“We want to inspire our audiences to discover the extraordinary things that can happen when they choose not to settle for the usual or expected, just like Angelo Poretti did all those years ago.”
