Big Ambitions
Primus has a long history in Central Africa
and is becoming increasingly popular.
Last year saw an impressive sales volume
increase for the brand, resulting from
outdoor promotions, event sponsorship
and an extensive campaign organised
around Rwanda's 50th independence
anniversary. This year, Primus has
continued to build on this success and
increase brand equity even further. It is
currently the 4th largest beer brand in
Africa - and has big ambitions!
and television advertisements before
unveiling the brand's latest evolution.
Other aspects of the campaign include
Primus-themed point-of-sale materials
and merchandising.
The new label design and visual identity
will be launched in the DRC, Congo and
Rwanda by the end of 2011.
Primus has updated its brand identity
this year, with the roll-out starting in June
in Burundi. This included the launch of a
new bottle and an updated label design
supported by a 360° launch campaign.
With a focus on stimulating curiosity, the
campaign kicked off with teaser posters
Autumn 2011 World of HEINEKEN
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