Peroni: The Glass Switch
Media Type:
Digital
Brand
Agency
Country:
Industry:
When a Six Nations rugby match ends, the players of the two national teams socialize drinking together as a sign of fair play and the so-called “third half” officially begins. We developed an idea inspired by this consolidated ritual in the world of rugby. Birra Peroni (the most popular Italian beer, the Italian official sponsor of the Italian Rugby National team and of the Third Half Event at the SixNations) symbolically exchanged its traditional glass with one of his main competitor: Guinness beer (the main international sponsor of Six Nations) before the game played at the Olympic stadium in Rome. And after a few hours, Guiness spontaneously switched the glass as well. The symbolic exchange took place on Facebook and Instagram, and saw the participation of the two beer brands to promote the noble values of sport and inviting fans to join the Peroni Terzo Tempo Village
Credits
Advertising Agency:
Saatchi & Saatchi, Rome, ItalyChief Executive Officer:
Camilla PolliceCreative Director:
Manuel MusilliClient Service Director:
Lucia LafuentiAccount Team:
Carolina Cenci, Alfredo MoscaClient:
Birra PeroniMarketing Director:
Francesca BandelliMarketing Manager:
Marina ManfrediSenior Brand Manager:
Camilla CicerchiaDate:
February, 2020More from Birra Peroni
Nastro Azzurro: The Label of Tomorrow
0.0
Nastro Azzurro: The sound brewery project
5.7
Ad of the day
Ad of the Day | Pizza Hut: Every Four Years
9.0
Ad of the Day | Vue: Feel it Forever
9.0
Ad of the Day | Legora: Collaborate Seamlessly Law Just Got More Attractive
9.0
Latest News
Jun. 03, 2026
Willie's Remedy+ Launches First-Ever TV Campaign Built Around the Art of Living Like a Legend
Willie Nelson and JuneShine Brands' THC drink partners with Raindrop on nostalgia-driven CTV campaign targeting a new generation of THC consumers
Jun. 03, 2026
Yes& Expands AI and Innovation Capabilities with the Promotion of Chrissie Koeppen and Beth Yezzi
The promotions support a broader push to strengthen capabilities across the agency and help clients navigate increasingly complex marketing and technology challenges