SABMiller RUS has launched Miller can (Translation)
9 July 2009
At its brewery in Kaluga, SABMiller RUS has started production of Miller Genuine Draft in aluminum cans of 0, 5 liters. The new packaging design was created by a team of young designers and reflected all the well-known brand elements. Miller will be available in its new packaging in the whole territory of Russia.
The Miller brand entered the Russian market in 1994 and rapidly won the market in the superpremium segment. Today according to Nielsen data, the brand ranks second in the superpremium segment with shares of 10%. Miller is a key brand and ranks third in sales volume terms for the SABMiller RUS brand portfolio.
Miller is successful due to its high quality of product and original consumer communication platform. Miller won the reputation of the leading beer brand in the Russian market among consumers and professionals in many ways due to competent communication with the audiences. The Miller icon bottle of 0,33 liter is still a cornerstone of the brand image.
However, dynamically changing youth outlook stipulated brand image evolution. Today Miller is associated with club music and going-out culture. The Miller brand has positioned itself as voice for the avant-garde young people and offers space for self-expression and creativity. Since 2008, the best independent actors, artists and designers have been participating in Miller advertising communications development. Many elements, from the most cutting edge music to the most stylish dance floors, have been used in advertising video slots.
In support of the new brand communication strategy, since June 2009, Miller has extended its line and will be available in aluminum cans of 0, 5 liters. This is in response to consumer needs and corresponds to the packaging development trend in Russia. «The Miller Genuine Draft line extension and launch of the can will let us attract new consumers and offer a new convenient packaging format to them.» says Bertrand van Renynghe, Marketing Director SABMiller RUS. This premium class packaging format incorporates both packaging functionality and easy-to-carry features.
The new packaging format is also a supporting element in the brand creative platform. The surface of a can has become the canvas for creativity and self-expression for the avant-garde young designers. The first collection of Miller Genuine Draft cans, created in tandem with these young designers, was launched this summer. The second can release has already been planned - the creator will be announced in the results of a creative contest, to be run at the site http://miller.ru From 29 June to 12 July, participants will be invited to send their sketches of new cans reflecting the idea of «Future art.» The winner will not only see his design on Miller cans, but will also win the prize. Among the contest participants and jury are authoritative and influential Russian designers, artists, and musicians such as Konstantin Gayday, Igor Shmelev and Kirill Serebrennikov.
The advertising campaign in support of the Miller can launch and for other Miller products will start in July and August 2009. It will be run on a national level on TV and in the media. The outdoor campaign, co-created with young designers, will be on billboards and will stand out with original layouts and creative solutions. Media contacts:
PR specialist SABMiller RUS e-mail: mailto:firstname.lastname@example.org Tel. +7 (495) 637 93 10 (доб. 1284) Mob. + 7 (916)363 82 33
This SABMiller subsidiary news release has been translated from its local market language to English language for publication on www.sabmiller.com We have attempted to provide an accurate translation of the original material but due to the difficulties of translation slight differences may exist.
Note, the news release was first published in its local market on 07/07/09.