The teaser billboards were tied up in a blue ribbon, with a line that simply posed the question: “Have you been invited?” This left most people in Dar es Salaam wondering what was about to hit the capital city. Three weeks later those who were invited were treated to an experience like they had never seen before! Italy came to Dar es Salaam.
The launch event of Peroni Nastro Azzurro took place at an Italian restaurant located one of the finest beach sites along the Dar es Salaam coastline. The paved walkways that surrounded the gardens of the restaurant were turned into famous streets in Italy, with designer stores and coffee shops built to mimic streets such as Via Dei Condotti in Rome.
To top it all, an Italian Opera group was flown in from Milan to give a one of a kind performance during the launch. “We trusted Aggrey & Clifford with the delicate task of bringing the Italian experience to Tanzania, without loosing the local touch. It was simply magnifico” said Natalia Celani – Tanzania Breweries Limited’s Marketing Manager.
Since the launch the brand has seen tremendous growth in the premium beer segment.