| Thu 2 Mar 2006, 9:30 | | SABMiller Launches $50 Million Peroni Campaign |
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SAB
SOSAB
SABMiller Launches $50 Million Peroni Campaign
JSEALPHA CODE : SAB
ISSUER CODE SOSAB
ISIN CODE: GB0004835483
SABMILLER LAUNCHES $50 MILLION PERONI CAMPAIGN
London and Johannesburg, 2 March 2006. SABMiller plc, one of the world"s
leading brewers, today announces that it will invest US$50 million over the
next 18 months in a new global brand campaign for its international premium
beer Peroni Nastro Azzurro. The campaign will incorporate a range of
advertising and marketing initiatives based around an adaptation of
Fellini"s 1960 masterpiece `La Dolce Vita" - a film that encapsulated the
essence of Italian style and spurred a global affection for all things
Italian. The programme, which will roll out in the UK in April, will be
followed by launches in the US, South Africa and Romania. The campaign will
include cinema advertising, print and outdoor billboards set in the home of
La Dolce Vita and Birra Peroni - Rome.
The new investment follows a year of successful rebranding of Peroni Nastro
Azzurro in the UK and the introduction of the brand into the US, Romania
and South Africa. Positioned as an icon of Italian style, Peroni has
enjoyed positive growth in its international markets supported by creative
marketing initiatives including Emporio Peroni - the exclusive non-shop
shop on Sloane Street, London, high class brand association with other
trendsetting categories, and innovative point of sale collaterals such as
new packaging and glassware ranges.
Chris Taylor, SABMiller International Brand Director for Peroni Nastro
Azzurro, commented:
"The association of Peroni Nastro Azzurro with this iconic film, that
represents Italian style and sophistication, perfectly reflects the spirit
and intrinsic qualities of the brand. The new campaign continues our effort
to push the boundaries of traditional beer marketing and position Peroni
Nastro Azzurro as a truly unisex lager competing in the long drink, wine
and champagne markets."
Peroni Nastro Azzurro is part of SABMiller"s global premium brand portfolio
which 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 brand
market. This investment is part of our commitment to drive value growth
through out international portfolio and provide a complete brand experience
for our consumers."
Ends
Notes to editors
SABMiller
SABMiller plc is one of the world"s largest brewers with brewing interests
or distribution agreements in over 60 countries across five continents. The
group"s brands include premium international beers such as Miller Genuine
Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional
range of market leading local brands. Outside the USA, SABMiller plc is
also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2005, the group reported US$2,194 million pre-
tax profit and a turnover of US$14,543 million on a UK GAAP basis.
SABMiller plc is listed 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 of charge from: www.vismedia.co.uk
B-roll footage is available to broadcasters from Sarah Waldock at Gabrielle
Shaw Communications:
Tel +44 20 7731 8811
Enquiries:
SABMiller plc Tel: +44 20 7659 0100
Sue Clark Director of Corporate Tel: +44 20 7659 0184
Affairs
Gary Leibowitz Vice President, Investor Tel: +44 20 7659 0174
Relations
James Crampton Media Relations Manager Tel: +44 20 7659 0172
Sarah Waldock Peroni Nastro Azzurro Tel: +44 20 7731 8811
International Press
Office
This announcement does not constitute an offer to sell or issue or the
solicitation of an offer to buy or acquire securities of SABMiller plc (the
"Company") or any of its affiliates in any jurisdiction or an inducement to
enter into investment activity.
This document includes "forward-looking statements". These statements may
contain the words "anticipate", "believe", "intend", "estimate", "expect"
and words of similar meaning. All statements other than statements of
historical facts included in this announcement, including, without
limitation, those regarding the Company"s financial position, business
strategy, plans and objectives of management for future operations
(including development plans and objectives relating to the Company"s
products and services) are forward-looking statements. 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 from future results,
performance or achievements expressed or implied by such forward-looking
statements. These forward-looking statements are based on numerous
assumptions regarding the Company"s present and future business strategies
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
disseminate any updates or revisions to any forward-looking statements
contained in this announcement to reflect any change in the Company"s
expectations with regard thereto or any change in events, conditions or
circumstances on which any such statement is based.
Any information contained in this announcement on the price at which the
Company"s securities have been bought or sold in the past, or on the yield
on such securities, should not be relied upon as a guide to future
performance.
Date: 02/03/2006 09:30:28 AM Produced by the JSE SENS Department
