As someone who likes Peroni, I was sorta horrified to learn that Miller is launching a "campaign today in New York City that promotes Peroni as the world's most fashionable beer." Is that something a beer should shoot for?
On the other hand, stuff like this genuinely makes me laugh: "The image makeover of Peroni beer began in earnest last year when the company opened a spare 'nonshop shop' on Sloan Street in central London, which was so exclusive that no one was permitted inside. But people passing by could peer in the showcase window to see a white room dominated by a single bottle of Peroni's premium brand." Now that's funny. Maybe only if the intention is ironic.
And if such efforts represent "a trend that worries health organizations because of the inherent difficulties of monitoring such unconventional advertising," then the libertarian chamber of my heart is truly warmed.
I really can't wait to see how this plays out. In the meantime, well, Moretti's much better anyway.