Super Bock recovers its 60’s bottle to celebrate its 90th anniversary
90 years of Unicer History are signed with a special edition of beer that comes up only in form of 33cl and in a limited edition, and comes to food retail and horeca channel in February.
The beer masters of Unicer privileged to this special edition the yeast used since the origin of Super Bock, the special hops like Styrian, Tettnang and Saaz, and a bigger one fermentation. In the picture, its reflects the big steps of history of Super Bock, with a copy of serigraph bottle, 33cl and dated of the 60th decade, period in which “was registered an exponential growth of the brand in Portugal and the beginning of it internationalization”, affirmed Rui Lopes Ferreira, Unicer’s CEO, in a meeting with the press in the beer plant of the Group in Leça do Balio, and he had referred that “in 1927 about one million liters of beer were produced per year, and now there are more than 309 million of beer that leave the plant each 12 month”.
To communicate this history point, they used an advertising campaign, during all the year, with a signature “90 years making Friends”.
These actions will be identified with a special stamp. The television ad is been transmitted in the principal channels and in the cable channels. The mupi, communication format of the brand that “started to win an important role in 1993”, it comes back to be one of the big bets of Super Bock. In the digital universe, the brand bets in specific actions. These activations although covers the contact points with consumer, like the main places of communication from Super Bock, as the music (Super Bock Super Rock) and the football. In the channel “off trade””, the brand will have 30 replica of older trucks. Super Bock invests too in an Open Weekend, opening the doors of Casa da Cerveja [Beer’s House] (in the plant of Leça Balio), in 3rd, 4th and 5th of March, to a free visits to the Super Bock museum, and Beer workshop too. The activities plan of the celebration of 90 years also includes a travelling truck, which will invite all passersby to know the brand history, theme parties in points of sale and in the streets.