“Sun InBev” (Russian division of “AB Inbev”), making beer brand “Sibirskaya korona”, started production of patriotic beer in summer period.
Design of the product was created by Formula Creative Team Agency, painting a beer can with a poem of Vladimir Orlov “Kin”.
Once again the largest brewing company is trying to increase coming down sales, playing on feelings of fellow nationals.
“I’ve known about my kin”, – this slogan, shaped like birch tree, is written on the can. Following lines of the poem are illustrated in careless white and black manner.
It bears reminding that extraordinary ideas come to the creative team not for the first time:
Creative team of “Sun InBev”
Marketing Director – Konstantin Tamirov
Marketing Manager – Olga Yakovleva
Brand Manager – Ilya Kozhevnikov
A year or more ago we drew attention of law-enforcement agencies to Sun InBev’s beer production illustrating participants of the Great Patriotic War (http://barley-malt.ru/?p=9831&lang=en).
Thanks to our interference, production was prohibited and beer produced to the amount of 300 million rub. was withdrawn (http://barley-malt.ru/?p=9859&lang=en).
What is the result? Someone improves quality of his products and technologies and captures a market share step by step and others play with consumers, trying to survive. But playing on heartstrings comes to no good.
We’d like to offer new creative ideas to “Sun InBev”:
beer with an illustration of a matryoshka bearing the legend “We’ve got large kin” or, for example, with an illustration of a balalaika, Russian stove and straw shoes or even the Crimean Peninsula “Kin comes back”.
As for earned income, it can be transferred to any Children’s Emergency Fund of Lugansk and Donetsk.