In June 2008, Efes Moscow introduced its brand Full Knockout with a new label design. Taking into account consumer preferences, branding and packaging consultancy Claessens Product Consultants from Amsterdam, the Netherlands, created the new appearance of Full Knockout. Aiming at men who prefer strong beer, the presentation had to show the masculine, modern and dynamic brand character.
With the new design that directly goes against the traditional coding of the beer category, the positioning of Full Knockout as beer for the strong and active man who loves sport and highly values good-fellowship is clearly underlined. Download the PDF to read the Russian article as published on the website sostav.ru.
