The campaign, which will be rolled out over the next 18 months, includes cinema ads and a three-and-a-half minute TV execution, to be aired on More4, that pays homage to classic 60s Italian film La Dolce Vita. There will also be billboards, print advertising and podcasts.
The activity was developed by Bank, SABMiller's lead creative agency.
Media buying was through Media Planning Group.
Peroni is also launching panoramic 3-D website www.peroniitaly.com, created by digital agency Mook, to support the ads.
The activity began last Friday with Cinema Peroni, an event that saw consumers in the street offered popcorn as the advertisement was projected onto buildings across the capital.
SABMiller began repositioning the Peroni brand last year, when it introduced retro packaging designed by Enterprise IG and The Added Value Group.
The brand overhaul also involved the creation of a 'boutique' in London's Sloane Street with a single bottle of Peroni on a pedestal in its window display.
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