Peroni Nastro Azzurro is launching an on-pack promotion as the first element of its new through-the-line campaign, Accademia del Film.

The campaign is a celebration of Italian style through Italian film and incorporates a short film that Peroni Nastro Azzurro has made in collaboration with world-renowned Italian film director, Gabriele Muccino. Muccino has had international success with his Iconic Italian Film ‘L’Ultimo Bacio’ and enjoyed commercial success with films ‘The Pursuit of Happyness’ and ‘Seven Pounds’.

The on-pack promotion gives Peroni Nastro Azzurro consumers the chance to win one of ten five-star trips to iconic Italian film locations that have inspired Muccino throughout his career.

The cities that winners will be visiting, and the films that Muccino recommends, are Rome - Le Dolce Vita; Siciliy - Cinema Paradiso; Venice - Senso; Florence - Tea with Mussolini and Tuscany - La Vita e Bella.

Available in stores from the middle of July, the on-pack promotion is available on 4, 6 and 12 packs of 330ml bottles, bottles of 660ml and 3 x 660ml packs of Peroni Nastro Azzurro.

The promotion directs customers to www. peroniitaly.com where they enter a code from the pack to be in with a chance of winning and where they can view the Peroni Nastro Azzurro and Muccino film.

All entrants will also be offered the opportunity to experience the uniqueness of Italian film themselves with a complimentary download of an Italian film via Blinkbox, a movie-on-demand service.

Sarah Catton, customer marketing manager, from Miller Brands says: “We’re delighted that the on-pack promotion is launching a stunning new campaign which will excite and captivate our customers and consumers.”

The on-pack promotion is just one element of Peroni Nastro Azzurro’s new through-the-line activity which goes live in August and includes experiential activity in the on-trade as well as cinema, outdoor and digital media.