25th May, 2012 by Martin Crummy
Baltika Baku Brewery has introduced a completely new design to celebrate Xirdalan as the new sponsor for the Eurovision Song Contest 2012 in Azerbaijan.
The branding and packaging design consultants, CARTILS were asked to revolutionise the brand, create a new bottle shape and a limited edition for the Eurovision.
On Saturday, Britons will be urged to “Get Behind The Hump” and support Engelbert Humperdinck in Eurovision 2012 in front of one of TV’s biggest audiences.
The redesign affected everything from the label to the bottles shape. Even the point of sale advertising and a complete new marketing communications strategy were introduced. The new brand positioning Xirdalan focused on today’s generation of active beer drinkers.
“Xirdalan is the best choice for people who appreciate the time spent in a circle of close friends and understand the importance of Azerbaijani Friendship,” said Shahrukh Nizamutdinov, marketing director Baltika Baku.
He continued, “In fact, we do not just change the package, we are to produce modern beer, not forgetting the traditions of Azerbaijan. Thus a new accurate design was chosen, stylish glass bottle with embossed barley ears, which is easy to hold in your hand, and made complete with a new logo. All in all a dynamic new beer keeping a modernised version of its former emblem.”
CARTILS’ new design remained faithful to the traditions of Azerbaijan, however continued looking to the future and increase its appeal for young adult consumers
In terms of sponsoring the Eurovision Song Contest in their home country A.A. Tlehurai, CEO Baltika Baku said, “We feel very proud for Azerbaijan to win the Eurovision Song Contest and believe it is going to be very special in 2012. Our sponsorship is part of Xirdalan’s new brand strategy that aims to make Azerbaijan beer lovers enjoy the event to the full and for this we are planning to run more activations around the contest next year.”