Peroni, 'sigue con estilo'

The other day at work (I am working for a (very) minor advertising firm in Bogota called 'La Estacion') we discussed the novel way in which we were going to market Peroni (the Italian beer) to the Colombian market. As the brief noted, Peroni had already attempted a 'lanzamiento imenso' which, among other things, involved a champagne party where everyone recieved free Ipods. However, this extravagance appeared to have failed. Colombians - according to recent polls - still viewed Peroni as no different from their stock beer, Club Colombia. Here is, more or less, the attack plan my Junot Diaz-look-alike-boss (Matteo) gave:

Matteo: What is Italian?

(no response)

Matteo: Tell me. What is Italian?

(no response)

Matteo: I will tell you what it is, the Italian is the most suave, the most handsome, the most perfectly confident person we know. Think about the 'Italian Job'. The original. 1962, or something like that. Roger Moore(pronounced Ro-her -- who is, fyi, not even in that movie), you know Roger Moore?

(heads nodding)

Matteo: So objective: make Colombians drink Peroni. Why would Colombians want to drink Peroni over Club Colombia? Key insight: Because they want to be handsome suave Italians. How do we make them feel like handsome suave Italians? We hold a raffle.

(General murmurring)

Matteo: My plan is to give out raffle tickets to every Bogotanan who purchases a Peroni.

Creative team guy #1: In what form will we hand out the tickets?

Matteo: Their code will be on the napkin they recieve with their beer.

(exclamations of 'que bueno' or 'chevere' from creative team guys)

Matteo: When they finish their beer they can drop off the raffle ticket in a huge and shiny plastic Peroni bottle we will place at the front of every bar and/or restauarant in the city.

(switches to next slide: woman in bikini clutching a big green Peroni bottle)

Why is this even better than you could imagine? You are asking me, Matteo, señor, why is this perfect? Because the raffle prizes will be for Italian things.

Creative team guy #2: Like what?

Matteo: Vespas and leather shoes

(switches to next slide: a man with no shirt straddling a Vespa)

Me: Sorry, what?

Matteo: Vespas and leather shoes. They will drink their Italian beer, they will win their Italian prizes, they will say, hey this Peroni stuff, this fits my suave, cool and handsome lifestyle.

(general applause)

Matteo: Daniel, write that up and give it to me by 5 o'clock.

Me: Yes.

Matteo: I'm going on break. Anyone want a cigarette?