Russia: “Another side of Miller. Another side of You” SABMiller launches MILLER MIDNIGHT in Russia
31 October 2008
SABMiller RUS, a subsidiary of SABMiller plc- one of the world's leading brewers - today launches an innovative new beer onto the Russian market. A refreshing, light lager - that looks black! This is the first new Miller product to be introduced in Russia since the brand launch fifteen years ago.
Miller Midnight uniquely combines dark roasted and light roasted crystal malts for a distinctive refreshing taste. Getting this balance right was an important part of the two year development process, led by Ronda Dannenberg and Jackie Lauman, specialists at Miller's flagship brewery in Milwaukee. Color, aroma, taste, and finish were all carefully considered. The result: a deep and distinguished dark colour contrasting with a surprisingly fresh, light taste. It will be available in 330ml and 500ml bottles.
"We believe that launch of this new Miller Midnight variant will help to strengthen Miller's brand positioning as trend setter and style icon in Russia", - says Bertrand van Renynghe, Marketing Director SABMiller RUS.
From the moment Miller arrived in Russia, it has been synonymous with progress and innovation. The brand has supported an impressive range of music and creative projects. While remaining loyal to the timeless iconic Miller Genuine Draft, the brand aspires to be at the cutting edge of cultural and social developments. According to Vasiliy Kamyshanov, Group Brand Manager, "Miller does not follow existing trends, but is the dedicated creator of new ones".
Consumers welcomed a special Miller Limited Edition, designed by London-based graphic designer Jason Jaroslav Cook which the company launched in Summer 2008. This marked Miller's entry into the world of modern art, as it was the first time that the brand collaborated with a graphic designer.
The idea of "co-creating" the brand with consumers continued in September 2008 with the Miller Evolution advertising campaign. This featured work by young Russian designers, musicians and video producers. The Evolution concept was about rejecting the anonymity of advertising: every image and clip featured the names of the artists behind them, and this enabled the participants in the campaign to show their work to a broad audience across Russia.
For the first time in the history of Russian advertising, a global brand has taken a revolutionary step: Working directly with the creative community and co-creating the brand communications.
In fact, Miller's mission is to "enable the creation and sharing of advanced creativity".
This autumn this approach will be taken to another level under the slogan "Another side of MILLER. Another side of YOU". Miller Midnight will open up another fresh perspective. And new perspectives inspire new creative approaches.
The launch of Miller Midnight will be supported by an innovative communications campaign, co-created directly with Russia's young designers, artists, musicians and consumers. The brand will be the epicentre of a creative debate and exchange, giving participants the chance to create their own interpretation of "Another Side of Miller. Another Side of YOU". The best works produced not only by emerging professionals but also simply by creative consumers will be showcased and experienced at www.millermidnight.com and via a full 360 campaign including billboards, in-store, TV, press, night clubs, advanced creativity events and an art exhibition.
"We believe that our new co-creation approach will make the brand even more a part of our consumers' lives and will demonstrate that Miller really does enable the creation and sharing of advanced creativity" concludes Shizuka Pye, Marketing Manager SABMiller RUS.
Miller Midnight. Another Side of MILLER. Another Side of YOU.
SABMiller RUS is a subsidiary of one of the world leading brewing companies SABMiller plc, with brewing interests in 60 countries on 6 continents. The company began operations in Russia in 1998. Overall investments in Russia exceed $700 million. The company has a portfolio of ten brands including the well-known SABMiller international premium brands Peroni Nastro Azzurro, Miller Genuine Draft, Pilsner Urquell and Grolsch. Local brands include "Zolotaya Bochka", "Tri Bogatyrya", "Moya Kaluga" and premium licensed Redd's, Velkopopovicky Kozel and Holsten. According to ACNielsen data 2007 the company had a 6% volume share and a 10% value share. SABMiller RUS employs over 1,600 employees in Russia and has a production site in Kaluga. In June 2008 the company announced the acquisition of Vladpivo
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