SABMiller Hires Bell Pottinger’s Resonate & VCCP Digital & Search for Pilsner Urquell Global Campaign
29 March 2007
SABMiller, one of the world’s leading brewers, has appointed Resonate, part of the Bell Pottinger Group and sister companies VCCP Digital & VCCP Search to handle a global integrated communications programme for its flagship brand Pilsner Urquell.
The campaign, which will be co-ordinated out of London, will deliver a unified, on and offline brand advocacy programme, across key territories including the UK, US and Western Europe.
The appointment, which follows a three month search, is a signal of further commitment and investment by the brewing giant in its international flagship brand, which is positioned in the high end premium segment. It is currently available in over 50 countries worldwide.
Resonate, VCCP Digital and VCCP Search will report to International Marketing Manager Petra Biskupova, and work closely with the Pilsner Urquell global marketing teams to build and expand on current brand communications to further boost Pilsner Urquell’s profile & reputation worldwide.
Michael Frolich MD of Resonate, Bell Pottinger, said: “We are delighted with this prestigious win for us and other parts of the Chime Group to provide integrated on and off-line solutions on a global basis. Pilsner Urquell will be one of the first brands using search as the primary brand building channel rather than a major above-the-line advertising campaign. We’re very excited about such an innovative search campaign especially with a brand of this pedigree.”
Petra Biskuopva said: “Pilsner Urquell is a brand with unique taste and unchallengeable heritage that set the benchmark for the entire lager category. It is a privilege to have an opportunity to further build its legacy through modern marketing techniques and I am very excited to welcome the teams at Resonate and VCCP into our international Pilsner Urquell team.”
The newly appointed agencies will be working with Ogilvy & Mather, Pilsner Urquell’s global advertising agency.
Notes to editors
Pilsner Urquell is the first, clear golden brew, created in 1842. Pilsner Urquell means ‘pilsner from the original source’. Pilsner Urquell is the flagship brand of SABMiller’s international brand portfolio and is the company’s contender in the premium status segment of the market and states its global vision as being ‘To be the most rewarding beer choice amongst discerning premium status beer consumers’.
For more information on Pilsner Urquell, please visit http://www.pilsnerurquell.com/.
SABMiller plc is one of the world’s largest brewers with brewing interests or distribution agreements in over 60 countries across six continents. The group’s brands include premium international beers such as Pilsner Urquell, Miller Genuine Draft and Peroni Nastro Azzurro, as well as an exceptional range of market leading local brands.
SABMiller plc is listed on the London and Johannesburg stock exchanges.
For more information on SABMiller, please visit www.sabmiller.com.
For more information on Resonate Bell Pottinger please visit: www.resonate.uk.com.
Corporate Media Relations Manager
Tel: +44 20 7659 0172
Resonate Bell Pottinger
Tel: +44 20 7360 7878