Peroni’s advertising campaign was based around La Dolce Vita. Times Media Commercial Features developed a six week campaign enhancing this theme in The Sunday Times Style magazine & on Times Online. A 4-page commercial feature launched the campaign in Style and was followed over the subsequent four weeks by single page commercial features, a microsite at Times Online and a series of teaser ads.
A competition to win a holiday for two to Rome received 11,000 entries.