2nd Mar 2006 07:30
SABMiller PLC02 March 2006 Ref 8/2006 SABMILLER LAUNCHES $50 MILLION PERONI CAMPAIGN London and Johannesburg, 2 March 2006. SABMiller plc, one of the world'sleading brewers, today announces that it will invest US$50 million over the next18 months in a new global brand campaign for its international premium beerPeroni Nastro Azzurro. The campaign will incorporate a range of advertising andmarketing initiatives based around an adaptation of Fellini's 1960 masterpiece 'La Dolce Vita' - a film that encapsulated the essence of Italian style andspurred a global affection for all things Italian. The programme, which willroll out in the UK in April, will be followed by launches in the US, SouthAfrica and Romania. The campaign will include cinema advertising, print andoutdoor billboards set in the home of La Dolce Vita and Birra Peroni - Rome. The new investment follows a year of successful rebranding of Peroni NastroAzzurro in the UK and the introduction of the brand into the US, Romania andSouth Africa. Positioned as an icon of Italian style, Peroni has enjoyedpositive growth in its international markets supported by creative marketinginitiatives including Emporio Peroni - the exclusive non-shop shop on SloaneStreet, London, high class brand association with other trendsetting categories,and innovative point of sale collaterals such as new packaging and glasswareranges. Chris Taylor, SABMiller International Brand Director for Peroni Nastro Azzurro,commented: "The association of Peroni Nastro Azzurro with this iconic film, that representsItalian style and sophistication, perfectly reflects the spirit and intrinsicqualities of the brand. The new campaign continues our effort to push theboundaries of traditional beer marketing and position Peroni Nastro Azzurro as atruly unisex lager competing in the long drink, wine and champagne markets." Peroni Nastro Azzurro is part of SABMiller's global premium brand portfoliowhich also includes Pilsner Urquell and Miller Genuine Draft. Mark Sherrington, Group Marketing Director for SABMiller, said: "Peroni has become a unique proposition in the growing global premium brandmarket. This investment is part of our commitment to drive value growth throughout international portfolio and provide a complete brand experience for ourconsumers." Ends Notes to editors SABMiller SABMiller plc is one of the world's largest brewers with brewing interests ordistribution agreements in over 60 countries across five continents. The group'sbrands include premium international beers such as Miller Genuine Draft, PeroniNastro Azzurro and Pilsner Urquell, as well as an exceptional range of marketleading local brands. Outside the USA, SABMiller plc is also one of the largestbottlers of Coca-Cola products in the world. In the year ended 31 March 2005, the group reported US$2,194 million pre-taxprofit and a turnover of US$14,543 million on a UK GAAP basis. SABMiller plc islisted on the London and Johannesburg stock exchanges. Peroni Nastro Azzurro www.peroniitaly.com • Peroni Nastro Azzurro is a leading premium Italian beer worldwide. • Birra Peroni first started brewing in 1846, and Nastro Azzurro was first created in the early 60's in Italy. • Peroni Nastro Azzurro with sleek new retro design was launched around the world in early 2005. • Peroni Nastro Azzurro is available as a bottled beer (33cl & 66cl) and draught in certain markets. • Peroni Nastro Azzurro is a well-balanced (low residual sugar content), clear pale lager made by brewing the finest spring-planted barley combined with malts and hops to create the highest standard of premium beer. This announcement is available on the company website: www.sabmiller.com High resolution images are available for the media to view and download free ofcharge from: www.vismedia.co.uk B-roll footage is available to broadcasters from Sarah Waldock at Gabrielle ShawCommunications: Tel +44 20 7731 8811 Enquiries: SABMiller plc Tel: +44 20 7659 0100 Sue Clark Director of Corporate Affairs Tel: +44 20 7659 0184 Gary Leibowitz Vice President, Investor Relations Tel: +44 20 7659 0174 James Crampton Media Relations Manager Tel: +44 20 7659 0172 Sarah Waldock Peroni Nastro Azzurro International Tel: +44 20 7731 8811 Press Office This announcement does not constitute an offer to sell or issue or thesolicitation of an offer to buy or acquire securities of SABMiller plc (the"Company") or any of its affiliates in any jurisdiction or an inducement toenter into investment activity. This document includes "forward-looking statements". These statements maycontain the words "anticipate", "believe", "intend", "estimate", "expect" andwords of similar meaning. All statements other than statements of historicalfacts included in this announcement, including, without limitation, thoseregarding the Company's financial position, business strategy, plans andobjectives of management for future operations (including development plans andobjectives relating to the Company's products and services) are forward-lookingstatements. These forward-looking statements involve known and unknown risks,uncertainties and other important factors that could cause the actual results,performance or achievements of the Company to be materially different fromfuture results, performance or achievements expressed or implied by suchforward-looking statements. These forward-looking statements are based onnumerous assumptions regarding the Company's present and future businessstrategies and the environment in which the Company will operate in the future.These forward-looking statements speak only as at the date of this announcement. The Company expressly disclaims any obligation or undertaking to disseminateany updates or revisions to any forward-looking statements contained in thisannouncement to reflect any change in the Company's expectations with regardthereto or any change in events, conditions or circumstances on which any suchstatement is based. Any information contained in this announcement on the price at which theCompany's securities have been bought or sold in the past, or on the yield onsuch securities, should not be relied upon as a guide to future performance. This information is provided by RNS The company news service from the London Stock ExchangeRelated Shares:
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