MGD Golden Glow POS Catalog

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MILLER GENUINE DRAFT POINT OF SALE GOLDEN GLOW SERIES

Point of sale items are some of the most important touchpoints in a consumer’s interaction with the Miller Genuine Draft brand.

Serving both functional and emotional purposes, good POS is critical to driving visibility and presenting our beer in a manner consistent with its high quality and the Miller Time creative platform.

The Golden Glow series of POS is designed to premiumize the brand image in both on and off premise environments. High quality construction, a consistent colour code and a sleek, modern design are all key features intended to elevate the consumer’s perception of MGD and create a simple reaction: “That’s cool.”

Please take the time to review the Golden Glow series of items that will be offered globally during the September trimester ordering window. These items will be available to order through the SABMiller MDA Trimester Ordering Process and the Global Brands Web Shop. Ordering instructions are available at the end of this document.

Cheers. It’s Miller Time.

_______________________________________________

Neil Resheske SABMILLER MARKET DEVELOPMENT - AMERICASINTERNATIONAL MARKETING SERVICES MANAGER

MGD POS – GOLDEN GLOW SERIES 2

TABLE OF CONTENTS

The Importance of Super-Premium POS .................................................. 3

POS Principles .................................................................................................................... 5

Creative Approach .......................................................................................................... 6

List of Items .......................................................................................................................... 7

On Premise Items ................................................................................................... 8

Off Premise Items .................................................................................................. 16

Event / Corporate Items ................................................................................... 20

Fridge Development Update ................................................................................. 22

Ordering Details ................................................................................................................ 23

Contacts ................................................................................................................................... 24


THE IMPORTANCE OF SUPER-PREMIUM POS

As a global beer brand, Miller Genuine Draft has a mission to capture the hearts and minds of our consumers at every touchpoint.

Compelling ATL campaigns, exciting experiences and ice cold, perfectly-served, refreshingly smooth beer every time are all fundamental to this mission.

To achieve this vision in on and off premise environments, we must ensure that all of our POS materials achieve the same super-premium standards as our other touchpoints.

POS: A consistent, super-premium look & feel

in every market

=A TRUE GLOBAL BRAND

TTL CONSISTENCY


THE IMPORTANCE OF SUPER-PREMIUM POS

LATAM REGIONAL DIAGNOSTICS:

Are we being consistent across all markets?

Are we using a super-premium approach for every branded material we produce and place in trade?

Do we have a unified look & feel across all markets?

Are we coming across as a true global brand in every market?

X

X

X

X


POS PRINCIPLES

1. SABMiller MDA Purchasing system and Global Brands Web Shop are the only systems that carry Official MGD Merchandise.

2. Only Offical MGD Merchandise should be placed in market.

3. Markets are not authorized to locally produce any MGD POS materials*

4. If, due to an unforeseen urgency, local regulations or trade restrictions, an item must be produced locally, regional approval from the corresponding Global Brands Manager must be obtained.**

* With the exception of non permanent lithographic material (i.e. posters,

tent cards) for which templates have been provided in the Brand Toolkits.

** For approval, either samples or detailed 3D renders with technical specs

must be provided.


CREATIVE APPROACH

With the Golden Glow Series of POS, we sought to leverage Miller Genuine Draft’s most distinctive and appealing visual element: the brilliant golden glow that has become the hallmark of the brand.

Building on the 3D bottle icon sign that was released worldwide in 2012, these POS items incorporate the same design theme of golden light transmitted through parallel planes of acrylic.

This golden lighting is used to create a distinctive “linear” look that defines the edges of the items and key structural elements.

DESIGN FEATURES:

• Matte black finish for a sleek appearance

• High quality acrylic to transmit “golden glow”

• Golden LED lighting consistent with MGD colour palette

• Minimal branding to drive “cool factor”

• High quality construction for durability


LIST OF ITEMS

ON-PREMISE ITEMS

1. Coaster Set

2. Ice Bucket

3. Serving Tray

4. Bar Mat

5. Wall Sign

6. Back Bar Sign

7. Floating Bottle Glorifier

8. DJ Booth / Sampling Station

OFF PREMISE ITEMS

1. Large Display Unit, 1-Sided

2. Large Display Unit, 2-Sided

3. Shelf Strip

4. Shelf Violators

EVENT / CORPORATE ITEMS

1. LED Bottle Coozie

2. USB Drive

FRIDGES

Development Update


A distinctive coaster set that draws attention in the bar area and on the table as a brand glorifier.0

DESIGN FEATURES:

• Golden illuminated top & bottom edges

• Golden illuminated coaster seating that transmits through clear acrylic coasters

• “M” mnemonic engraving on coasters illuminates when seated within holder

• Plug-powered lighting

• Wired to accommodate both 110 and 220 volt wiring (local plug adapter may be required)

PROTOTYPE PROTOTYPE

COASTER SET

ON PREMISE ITEMS


ICE BUCKET

ON PREMISE ITEMS

A sleek bucket to present MGD at the table, ice cold and glowing gold.

DESIGN FEATURES:

• LED lighting

• Golden illuminated handles & top rim

• “It’s Miller Time” illuminated white on 2 sides

• Bottom base lighting casts a golden glow on table and bar surface

• Rechargeable battery with extended life


SERVING TRAY

ON PREMISE ITEMS

A sturdy serving tray to draw attention across the bar and present MGD at the table with high impact.

DESIGN FEATURES:

• LED lighting

• Golden illuminated handles & top rim

• Bottom base lighting casts a golden glow on table and bar surface; visibile when carried overhead

• Rechargeable battery with extended life


BAR MAT

ON PREMISE ITEMS

An illuminated bar mat that attracts attention and drives impulse purchase as consumers step up to the bar.

DESIGN FEATURES:

• 2-piece system: rubber bar mat set into illuminated base

• Golden illuminated “M” mnemonic and outer rim

• Distinctive rhomboid shape

• Rechargeable battery with extended battery life, Wired to accommodate both 110 and 220 volt wiring (local plug adapter may be required


WALL SIGN

ON PREMISE ITEMS

Achieve sleek brand visbility via this 3D bottle icon wall sign.

DESIGN FEATURES:

• Golden illumination of parallel acrylic planes in the shape of the MGD bottle

• Minimalist black labelling completes MGD’s distinctive signature icon

• “It’s Miller Time” illuminated white on base




A brand glorifier for placement in the back bar serving area to elevate MGD’s premium status and prompt impulse purchase.

DESIGN FEATURES:

• Golden illuminated edges and 3D bottle icon

• “It’s Miller Time” illuminated white on base

• Bottom base lighting casts a golden glow on shelf surface



BACK BAR SIGN

ON PREMISE ITEMS

PROTOTYPE PROTOTYPE


FLOATING BOTTLE GLORIFIER

ON PREMISE ITEMS

Super premium back bar display with an MGD 330ml bottle suspended in mid-air as if by magic.

DESIGN FEATURES:

• Electromagnets levitate bottle in mid air with eye-catching golden illumination

• MGD rhomboid shape with “M” mnemonic logos and back-lit “It’s Miller time” branding

• Easy-to-follow instructions supplied to levitate bottle

• Electronics are 12V and unit is supplied with multi-country power supply


An illuminated unit that serves as either a DJ booth or a sampling station.

DESIGN FEATURES:

• Golden illuminated “M” mnemonic on front emphasizes superpremium discoverability factor

• Bottom base lighting casts a golden glow on ground

• Illuminated DJ deck plate option



DJ BOOTH / SAMPLING STATION

ON PREMISE ITEMS

PROTOTYPE PROTOTYPE PROTOTYPE


A high-impact island display unit to attract the shopper’s attention, convey brand messaging and feature product.

DESIGN FEATURES:

• 42” TV for looping media

• Product display space

• Golden glow edge lighting

• White illuminated “It’s Miller Time”



LARGE DISPLAY UNIT 1-SIDED

OFF PREMISE ITEMS

PROTOTYPE PROTOTYPE


A 2-sided modular island display unit to accommodate various uses in the off premise.

DESIGN FEATURES:

Overall


• White illuminated “It’s Miller Time”



MODULAR OPTIONS:

Side 1

• 42” TV for looping media


Side 2

• Modular branding area


LARGE DISPLAY UNIT 2-SIDED (MODULAR)

OFF PREMISE ITEMS

PROTOTYPE

SIDE 2 (PROTOTYPE)

MODULAR OPTION:

Shelf w/ back bar glorifier

MODULAR OPTION:

Shelf with iPad station

MODULAR OPTION:

Display card

MODULAR OPTION:

Sampling podium

SIDE 1

PROTOTYPE


SHELF STRIP

OFF PREMISE ITEMS

Attract the shopper’s attention with a superpremium shelf presence that truly sets MGD apart.

DESIGN FEATURES:

• Upward lighting of single 24oz bottles placed on shelf liner gives liquid a highly-visible golden glow

• Golden illuminated planes of acrylic on sides

• White illuminated “It’s Miller Time” on front centre




SHELF VIOLATORS

OFF PREMISE ITEMS

Illuminated shelf violators provide brand visibility as shoppers look down the aisle.

Paired with shelf strips, they isolate MGD from other brands, creating a superpremium zone within the mainstream shelf environment.

DESIGN FEATURES:

• Golden edge lighting and 3D iconic bottle

• White illuminated “It’s Miller Time” below bottle

• Rhomboid shape distinctive to MGD




Bring the golden glow of MGD to an event and let the crowd know that Miller Time is about to begin when the LED bottle coozies begin to appear on bottles of MGD at the bar.

DESIGN FEATURES:

• Snug-fitting leather coozie

• Long-lasting golden LED lighting in coozie base illuminates MGD’s clear glass bottle

• Angled upper edge represents MGD’s rhomboid label

• Shiny gold “It’s Miller Time” logo on coozie front

LED BOTTLE COOZIE



8GB USB DRIVE


A sleek black & gold USB drive for a premium presence in corporate interactions.

DESIGN FEATURES:

• “M” mnemonic illuminates when plugged in

• Angled ends reference distinctive rhomboid shape of MGD’s sleek black label


FRIDGE DEVELOPMENT UPDATE

Cold delivery of Miller Genuine Draft is a critical benchmark for super-premium beer.

A comprehensive range of on & off premise fridges is currently in development.

FORMAT DETAILS:

• 3 styles: countertop; slim; full size

• All available in standard or ‘froster’ formats

DESIGN FEATURES:

• Sleek matte black finish


• Proprietary shape reflects MGD’s distinctive rhomboid

• Minimalistic branding to drive super-premium cues

ORDERING:

Order Window: October 2013

Delivery: Fridges will be consolidated and shipped with other POS ordered in September

Per Unit Costs: Will be finalized prior to order window in October


ORDERING FULFILLMENT TIMING:

Order Window ............................................... September 2 – 13

POS Arrives at Warehouse ............... February 1

POS Shipped to Markets ..................... Month of February

POS at Retail ................................................... Mid-March

Prior to the ordering window opening, you will receive a POS ordering guide from Michele Barber

If you have any questions on placing your order, or if you don’t receive an ordering guide after the window has opened, please contact:

MICHELE BARBER

SABMiller Market Development – Americas

Phone: +1-414-931-3941

Email: [email protected]


CONTACTS

NEIL RESHESKE

SABMiller Market Development - Americas International Marketing Services Manager

Phone: +1-414-931-3803

Email: [email protected]

MGD Golden Glow POS Catalog

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