SABMiller Launches Lech Premium Beer in an Easy Grip Bottle in Poland

It has a slim shape, with a special, embossed surface to get a good grip on the bottle. Lech Premium brand has just launched its beer in a new bottle.

8 Jun 2012 --- The new bottle enjoys an Easy Grip system – a special embossing on its sides that delivers a secure and convenient grip. However, the original protrusions forming the grip is not the only embossed device on the glass surface. To stress the pedigree of Lech beer the bottle also depicts the symbol of Poznan: two butting goats. They can be found above and below the changed, modernized label. The new bottles are available in 300 ml, 500 ml and 650 ml bottles and multipacks (shrink-film packs, trays and cardboard boxes). The ½l bottle is returnable. Bottle prices remain unchanged.

This is not the first innovation to Lech packs. In 2004 Lech was launched in a green bottle. A year later the beer received new labels with rounded letters. The next change was the arrangement of the letters vertically on the characteristic ribbon device. In 2010 Lech was launched in cans with embossed side panels – the same ones which those visible now on the new bottles.

- Lech Easy Grip is a breakthrough in beer packaging in Poland and the first bottle that is “easy to grip”. It is Lech’s offer to young people who like change and expect changes from their favorite brand. Lech addresses this need not only by making a state-of-the-art bottle also dedicating its latest commercial “Tribute” to young people. Glory to epic action heroes – it is to them that we raise a toast with Lech’s new bottle – says Tomasz Kanton, Brand PR Manager at Kompania Piwowarska.

The “Tribute” spot has been available for a few days now on the web and since early April is on the air on TV. The commercial will be paralleled by a non-standard outdoor campaign: hundreds of different types of advertising billboards with a diverse array of toasts adapted to the place of communication and its recipients, e.g. “To those who rode the subway Monday through Friday non-stop”, “To the kings of the long weekend”, “To the heroes of urban legends”, “To those for whom the session was the first visit to the university”.

The promotional campaign supporting the launch of the Lech Easy Grip bottle started on 1 April. It started with the airing of commercials. A TV commercial promoting the new pack is broadcast by top TV channels with nationwide coverage. Next to TV the campaign also uses outdoor and POS materials distributed across at points of purchase. Further support is provided by PR activities.