SABMiller awards global accounts for Grolsch and Pilsner Urquell to The Bank
20 April 2009
London, 20 April 2009 - SABMiller, one of the world's leading brewers, announces that The Bank has been awarded global integrated accounts for two of its premium international beer brands, Grolsch and Pilsner Urquell.
These new accounts mean that The Bank will now be the lead creative agency across three of SABMiller's brands, having held the global account for Peroni Nastro Azzurro since 2004.
Chris Taylor, Group International Brands Director for SABMiller, said: "The Bank's ability to create simple and powerful big ideas that work across our markets was a key factor in their selection. Already under way is the development of distinctly different, yet equally appealing brand campaigns for Pilsner Urquell and Grolsch that will engage target consumers in our markets. Our partnership with The Bank is a vibrant one, which continues to offer compelling ideas and a quality of execution that reflects our strategy and aspirations for our International Brands."
Tristan Connell, managing director of The Bank, said: "Grolsch and Pilsner Urquell both have rich heritages on which to draw, and we're delighted that SABMiller has given us creative responsibility for two such exciting brands. Our experience on Peroni Nastro Azzurro has given invaluable insights into SABMiller's operations and consumers, meaning that we can produce effective and exciting global campaigns, which we will start delivering from next month. "
The Bank‘s strategy of linking Peroni Nastro Azzurro to Italian style has been a credible and effective differentiator in the beer category. A series of award-winning integrated campaigns have helped Peroni Nastro Azzurro's international volumes grow by over 17% in the year to March 31, 2009, making it one of the fastest-growing premium beers in the world.
Notes to editors
SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as market-leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2008, the group reported US$3,639 million in adjusted pre-tax profit and revenue of US$21,410 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.
This announcement is available on the company website: www.sabmiller.com
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The Bank delivers integrated marketing communications campaigns through three main platforms: advertising, live events and film. The different divisions of the company have grown together and The Bank is rare in being able to claim that all creative and production work is performed in-house. Clients are consumer and corporate brands including SABMiller, Shell, Coutts & Co and HSBC.
Peroni Nastro Azzurro
Peroni Nastro Azzurro is the number one premium Italian beer in the world. Birra Peroni first started brewing in 1846 and Peroni Nastro Azzurro was first created in the 1960's in Italy.
Peroni Nastro Azzurro is a crisp and refreshing beer with an unmistakable Italian taste. It is brewed using the creativity and flair of Italians, blending the finest hops with two-row spring-planted barley and Italian maize.
Web site: www.peroniitaly.com
Pilsner Urquell is the Original Pilsner from Pilsen. Created in 1842, it gave birth to the pilsner-style beers. Still brewed to the same exacting standards, this beer offers the uniquely distinctive full-bodied flavour of true pilsner. It is widely viewed that once you have discovered and grown to appreciate its taste, it may change your perspective on other beers.
Pilsner Urquell is the flagship brand of SABMiller's international premium brand portfolio and is distributed in over 40 countries worldwide.
Grolsch is a company with a rich tradition that goes back to 1615. Grolsch brews beer concentrating on the premium segment of the market. The focal point of Grolsch's commercial activities lies in the Netherlands, Grolsch's historic home market. Grolsch is active internationally in around 60 countries. Important international markets for Grolsch include South Africa, the United Kingdom, the United States, Canada, Australia and New Zealand.
Corporate Media Relations Manager
Tel: +44 20 7659 0172