Ciucas Continues the "Global Cooling Program"

[Press communicate Ursus Breweries, 12 september 2007,]

Ciucas continues, until October 15th, its proactive endeavors addressing a serious issue of global interest. The "Ciucas Global Cooling Program" has prepared for all mountain beer lovers over 7.000 cooling prizes, mounting a total value of 441.000 RON. The promotion campaign, launched nationwide at the beginning of august, revolves around the renowned Cornel, the Stag. Friend of mountain goers and fans of fresh air, he finds himself, this time, on a quest to control the effects of the global warming on human subjects.

ornel took some time to cool off and think how to bring a new and detached perspective on this problem, enabling Ciucas to come up with ingenious solutions. Cornel plans to make the temperatures drop with 5.000 Ciucas beer packs, 2.000 Ciucas Global Cooling kits, containing a sun hat, cooling bag, a badge and two Ciucas beer bottles of 2L. The luckiest of participants to this campaign will be "cooled down" with a mountain lodge in the heart of the Ciucas Mountains, Piatra Craiului, the very place where the beer is made.

The promotion mechanism is quite simple, with instant winning prizes. The consumers who discover one of the inscriptions "Beer Pack", "Cooling Kit" or "Mountain Lodge", under the lid of Ciucas beer bottles of 0,5L and 2L (PET), should call 021.308.09.91 to find out how to obtain their prizes. The novelty of this campaign is that the big winner can choose either to receive the big prize, that is a land with the surface of 300-500 square meters in the Brasov Area (Ciucas Mountains, Piatra Craiului) where a lodge will be built, or receive it’s value in RON (165.000 RON).

"The promotion was developed in the spirit of the Ciucas values: relaxation and calm even in the extremely hot temperatures that we have experienced lately; it is a trustworthy brand, that brings adequate solutions to temporarily controlling this problem; it has an original way of identifying them – Cornel the Stag has prepared cooling kits and offers a mountain lodge as prize" declared Andreea Barsan, Brand Assistant with Ciucas.

The promotion is backed up by a TV commercial that will be broadcasted on the main TV channels, as well as by informative actions and materials displayed at the points of sale. The agencies that contributed to the campaign development were: Gavrila&Asociatii for the ATL activities, Heat Advertising for the BTL part and campaign implementation, media was ensured by Zenith Media and PR events by Nicola Porter Novelli. [...]

Ciucas is part of the brand portfolio of URSUS Breweries, among: Peroni Nastro Azzuro, URSUS, Timisoreana, Stejar and Pilsner Urquell.

URSUS Breweries, subsidiary of SABMiller plc, is the second largest beer producer in Romania with a 24% market share (according to MEMRB). The company, headquartered in Bucharest, owns 4 beer factories in Cluj-Napoca, Timisoara, Buzau and Brasov and over 1.300 employees.

SABMiller plc is one of the world’s largest beer producers, with production facilities or distribution deals in over 60 countries across 6 continents. The group owns premium international brands such as: Miller Genuine Draft, Peroni Nastro Azzuro and Pilsner Urquell, as well as an exceptional range of local brands in market leader position.

Outside the USA, SABMiller plc is one of the largest bottling companies for Coca-Cola products.

SABMiller plc is quoted at the London and Johannesburg Stock Exchange.