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SAB’s Miller gets a genuine makeover
In keeping with its strategy of continuous brand refreshment and innovation, the South African Breweries (SAB) has given one of its premium beers, Miller Genuine Draft, a full packaging and design makeover.
The brand was introduced to South Africa in 2003 and this is the first renovation of the brand since its launch. SAB marketing director Ian Penhale says the company's strategy is to continually work on its brands to ensure that they are appealing and remain the first choice of consumers.
The redesign is reflected on the brand's primary packaging, secondary packaging and tray, as well as its below the line artwork. The labels and crown tops of both the 330ml and 660ml bottles have a contemporary new image, with the 330ml bottle also undergoing a facelift.
SAB says the brand will also be one of the first in its stable to incorporate health warning messages, a full five months ahead of the February 23 2009 deadline mandated by the Department of Health.
written on 01.10.2008 um 14:12.
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