Konstantin Tamirov, Brand Director, SunInBev Russia

“The consumer research clearly showed that the new design accomplished 3 major achievements:

1. The on-shelf visibility of the brand had been greatly improved, scoring substantially high visibility results.

2. The new logo/Icon had proved to be more efficient and more flexible, allowingthe brand to be more daring and therefore more impactful.

3. The new “K” icon and supporting structure has allowed the brand to achieve more effective communication across all media and events.

In addition the brand positioning was better communicated, leading to a substantial increase in purchase intent among the target group”