Birra Moretti launches limited-edition collectable glassware

Birra Moretti has introduced limited-edition glassware in four designs to convenience and wholesale outlets, available as a gift with a purchase of a Birra Moretti pack. The launch comes as part of a new campaign that includes a three-part series on Amazon Prime Video, called ‘Live Italian,’ which features comedian Jack Whitehall, presenter Maya Jama, and former rugby player Lawrence Dallaglio exploring Italian culture.

The glassware and point of sale materials feature a QR code that can be scanned for an immersive Augmented Reality (AR) experience that allows shoppers to play games and win prizes. The campaign aims to grow relevance with millennial audiences while providing a sales opportunity for UK-wide stockists. The company will also advertise on TV, cinema, social media, and outdoor platforms starting from April.

Birra Moretti has launched limited-edition collectable glassware, coinciding with its multimillion-pound campaign to encourage shoppers to ‘Live Italian’. The glassware is available in four designs at convenience and wholesale stores from this month.

Each glassware box and select points of sale feature a QR code that, when scanned, will provide shoppers with an immersive Augmented Reality (AR) experience. Shoppers can play games, discover food recipes from Positano, Rome, Tuscany and Siena, and win prizes. The glassware is available as a gift with a purchase of a Birra Moretti pack.

The launch of the glassware coincides with a three-part series airing on Amazon Prime Video later this month, featuring comedian Jack Whitehall, former rugby player Lawrence Dallaglio, and presenter Maya Jama as they explore Italian culture.

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Birra Moretti launches limited-edition collectable glassware

The campaign includes advertising across TV, cinema, social media, and outdoor from April. Birra Moretti hopes to grow relevance with millennial audiences while providing a big sales opportunity for UK-wide stockists.

Birra Moretti has released a range of limited-edition collectible glassware in four designs to encourage customers to “Live Italian”. Shoppers can receive a glassware box featuring a QR code that, when scanned, provides an augmented reality experience with games and food recipes from four Italian regions.

The glassware coincides with the company’s multimillion-pound campaign, which includes a three-part series airing on Amazon Prime Video later this month, and advertising across TV, cinema, social media, and outdoor. Birra Moretti hopes that this campaign will help grow relevance with millennial audiences and provide a sales opportunity for stockists across the UK.

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Mai Linh Pham

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