S&J brings Mona to NY

The 2006 Birra Moretti campaign created by Smith & Jones is being taken to the streets to kick off the summer beer-drinking season. Beginning Memorial Day Weekend, 5,000 posters will be strategically placed throughout Manhattan featuring the Mona Lisa enjoying a Birra Moretti with the tag line, “Mystery Solved” followed by the brand’s web address (www.morettibeer.com).

The timing enables the brand to take advantage of the excitement surrounding The Da Vinci Code and the line plays off of the ‘enhanced grin’ on the Mona Lisa’s face. The grin was altered by SMITH & JONES, who also took the liberty of enhancing the fair maiden’s bosom. “This poster, which is part of a campaign that also features Michelangelo’s David, Vitruvian Man and the Leaning Tower of Pisa, created an unprecedented demand of over 6,000 on-premise marketing kits, up from 350 in 2005,” said Mark Shipley, Chief Thinker for Smith & Jones.

About Birra Moretti

In 1859, Luigi Moretti founded his “Beer and Ice Factory” in Udine, Italy. Today, Birra Moretti is still produced following traditional methods, the result of a production process that has remained almost unchanged. Birra Moretti is now exported to more than 30 countries worldwide. Star Brand Imports markets and imports Moretti in the U.S.