SAB Miller South Africa – Castle Milk Stout ‘Ultra Smooth’
Previously, only available 'on tap' in bars, the brief was to communicate to consumers that the smooth tasting beer was now also available in a can. The 'Ultra Smooth' sub-brand name was created to help with the communication.
The graphics whilst differentiated from parent brand 'Castle Milk Stout' retain a link through the branding device but the shield is a more modern presentation and the creamy head, that the product delivers, is shown with the use of a cream top to the graphics on the can.
The vignette in the shield helps to communicate the smooth flow as the beer is poured. Finally, a product story, written by SiebertHead, has been added to further enhance the communication.