19June2007XXXXShowsAussieAttitudeWithNewDesign

New Look XXXX range

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XXXX SHOWs AUSSIE ATTITUDE WITH NEW DESIGN

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19 June 2007: InBev UK is boosting the presence of lager brand XXXX with a dramatic new design for bottles and point of connection material that brings the laid-back Aussie attitude to life.

The new branding features no-nonsense statements such as “At least they can’t ban drinking in pubs” and “Official non-sponsor of overpaid footballers” supported by a new “Thank XXXX for that” message instead of traditional branding. The roll-out will be supported by a national sampling campaign which will take place later this summer.

The material, which will be available from the end of June, includes a range of posters, banners and beer mats plus a ‘beer-o-meter’ promotion which will give consumers the chance to win a free pint of XXXX. A range of themed t-shirts will also be available for bar staff featuring such messages as “Give me money and I’ll give you beer” and “Stuff the spitzer, I’ll have a beer”. New branded glassware featuring some rather familiar beer logos is also being launched with messages such as “Brewed with real Aussie hops for real blokes”.

Retailers will also be able to run competitions in-outlet for consumers to win Rugby League tickets courtesy of XXXX - the Official Beer of Rugby League - using a new prize draw kit and promotional posters. The prizes include tickets to major games including the final and semi-finals of the Super League and end of season international games.

The initiative is designed to help retailers boost drive sales by boosting visibility in-outlet and generate new interest through the tongue-in-cheek messages about XXXX, its Queensland brewing heritage and its role as a fun brand to enjoy with mates.

Cormac van den Hoofdakker, Senior Brand Manager for XXXX at InBev UK, who recently joined the company from Down Under, says: “This high-impact approach highlights the fact that the brand is all about enjoying a beer with mates. The messages sum up the laid-back Aussie approach to life that XXXX, which has its roots in Queensland, shares. This re-design will ensure the brand really stands out from the other lagers and makes an impact with blokes who are at the bar looking for a brand to share with mates - and the humour will strike a chord with these drinkers.”

Van den Hoofdakker adds: “Impactful point of connection material and packaging plays a key role because it can boost the retail profile of a brand, encourage impulse purchase and help to build consumer loyalty over the longer term. We believe this new design will strengthen the pub presence of XXXX, helping to drive sales amongst existing consumers, as well as encouraging trial.”

The new-look packaging and point of connection material for XXXX will be available with orders supplied from the last week of June. The design of the XXXX draught font will remain unchanged.

From: NIGHT Online

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