Sometimes it’s what people can’t see that unlocks the greatest potential for engagement. The mystery of not knowing what lies beyond the veil—a sample, an interaction, a giveaway—inevitably prompts attendees to take action. And marketers are strategizing accordingly.
In a nod to aperitivo culture, brands have been turning the concept behind Italy’s historic “buchette del vino,” or “wine windows,” into intimate touchpoints that serve as portals to connection with consumers and clients.
PERONI
Peroni’s brand is rooted in Italian culture and traditions, so when the company set out to bring the “spirit of Italian aperitivo” to consumers in the U.S., it took a cue from Florentine wine windows.
Enter: Peroni Portals, the beer brand’s take on the ritual, which are popping up in bars across the country throughout the month of August. Visitors can engage in an interactive window experience that yields them a cold beer, in addition to perusing merch and indulging in samples of freshly baked focaccia bread.
To drive extra hype for the campaign, the brand hosted an event in NYC in partnership with ambassador and celebrity chef Giada De Laurentiis, who whipped up her exclusive recipe for Pane di Peroni focaccia (the bread being served to consumers at each activation) and interacted with visitors through a floral-covered Peroni Portal.
YAHOO
To demonstrate how it’s meeting the modern era of online search with Scout, its new AI search engine, Yahoo activated an Explorers Society experience at Cannes Lions on a sprawling beachside footprint.
The event strategy was inspired by the “pioneering spirit” of Jacques Cousteau, and built for moments of discovery… Like the 20-foot-long submarine installation the brand planted on-site and used as a vessel for piquing, and rewarding, curiosity.
In addition to operating as a smoothie bar in the mornings and as a rosé window during afternoon happy hours, the sub provided festivalgoers with playful opportunities to win surprise swag and giveaways, with each item mapping back to Scout.
MIONETTO
Mionetto is globally recognized as a leading prosecco brand, but in the U.S., it’s not a top-seller—yet. So over the last 20-plus weeks, the company has been on a mission to build brand love in the States via owned experiences, sponsorships, retail activations and cultural moments across five markets, while leaning into its Italian heritage.
Among highlights are Mionetto’s “Salone” activations, which feature a vibrant, orange Wine Window. Attendees are invited to walk up to the installation and ring a bell to receive a Summer Spritz and interact with an ambassador. The events also encompass live sketch artists, glass engravers and a roaming Cannoli experience.
Photo credits: Courtesy of Mionetto; Lawrence Howe Photo/Yahoo
