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Pilsner Lager's new look

21 September 2012, 12:51 Alfred Ng’ang’a

Pilsner Lager has a re-newed, fresh and bold look that will revolutionize its connection with consumers and reposition it in the market.
As part of its new strategic direction, East Africa Breweries Limited (EABL) on Thursday launched a revitalized identity for its iconic brand Pilsner Lager.

The unveiling of the new Pilsner Lager is part of EABL’s market strategy to renew its positioning and rejuvenate a powerful connection with its consumers through a marketing platform dubbed ‘King of Bold’

Pilsner has been strongly known for its distinctive slogan ‘Imara Kama Simba’ that has successfully captured the essence of what the brand stands for –masculinity and perceived strength. In its re-launch, the bold play in the character of the brand has truly come to bear with the new roll-out featuring a tasty redesign of the iconic Pilsner bottle, a reworked iconography of the logo, crown and label.

Speaking during the colourful high-stunt launch characterized by the unveiling of a giant size model of the new look brand, EABL Kenya Managing Director, Joe Muganda reinforced the brand’s rationale for seeking an invigorating connection with its core consumers.

“Further to enhancing the brand’s relevance amongst young adult consumers who want a contemporary brand, we expect this launch to set stage for not only creating a new bold identity and repositioning among its consumers but also to revitalize a powerful connection that will unlock its long-term growth in the market.”

Muganda termed the rejuvenation a reward to loyal Pilsner consumers, while maintaining the revamped Pilsner was a response to by consumer research but does not affect its unique quality flavour and volume. 

The new long neck (LN) bottle replaces the shortneck (Euro) packaging and adds a completely aesthetic touch to the brand appeal.

According to EABL Group Marketing and Innovations Director, Debra Mallowah, the new changes reflect Pilsner’s bold and assertive positioning in the market that will go a long way to creating that greater connection with its target consumers.

Pilsner is the third largest market share holder in the country and one of Eastern Africa’s largest regional beer brands, with a presence in Kenya, Uganda, Tanzania, Southern Sudan and Rwanda.


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