Birra Moretti Brings the Italian Coast to Dublin with Innovative VR Campaign

Allied Global Marketing has successfully launched an immersive experiential campaign across Dublin to introduce Heineken Ireland’s latest product, Birra Moretti 'Sale di Mare'. Combining the allure of Italy's serene coastlines with advanced VR technology, the campaign invites customers to engage directly with the brand in an innovative and memorable way.

In alignment with Birra Moretti’s brand ethos of 'Enjoy Life’s Simple Pleasures,' Allied Global Marketing designed custom-built viewfinders featuring hidden virtual reality headsets at select venues across Dublin. Customers are transported virtually to the picturesque Italian coast, tasked with spotting a pint of Sale di Mare hidden within the stunning scenery. Participants who successfully find the pint are rewarded with a freshly poured sample of 'Sale di Mare' newest offering.

The campaign, currently rolling out over five weeks in prominent Dublin venues, creates authentic brand engagement by emphasising the relaxing, slowed-down pace of life associated with coastal Italy.

Jonny Davis, EVP at Allied Global Marketing, commented, "By utilising innovative technology solutions in a smart manner, we've delivered a truly unique virtual experience that elevates consumer engagement. This campaign not only captivates audiences but also authentically positions Birra Moretti 'Sale di Mare' as synonymous with life's simple, pleasurable moments."

The campaign runs until April 4th, 2025, inviting customers to immerse themselves in this refreshing virtual experience.