East Africa Breweries Limited (EABL) has launched a revitalized new identity for  Pilsner Lager. This is part of the brewer's new strategic direction. The unveiling of the new Pilsner Lager is part of EABL’s market strategy to renew its positioning and rejuvenate a connection with its consumers through a marketing platform dubbed ‘King of Bold’.

Pilsner has been long known for its slogan ‘Imara Kama Simba’ that has successfully captured the essence of what the brand stands for –masculinity and perceived strength. In its re-launch, the bold play in the character of the brand has come to bear with the new roll-out featuring a redesign of the Pilsner bottle, a reworked logo, crown and label.

Speaking during the launch characterized by the unveiling of a giant size model of the new look brand, EABL Kenya Managing Director, Joe Muganda reinforced the brand’s rationale for seeking an invigorating connection with its core consumers.

“Further to enhancing the brand’s relevance amongst young adult consumers who want a contemporary brand, we expect this launch to set stage for not only creating a new bold identity and repositioning among its consumers but also to revitalize a powerful connection that will unlock its long-term growth in the market.”

Mr Muganda termed the rejuvenation a reward to loyal Pilsner consumers, while maintaining the revamped Pilsner was a response to by consumer research but does not affect its unique quality flavour and volume.

The new long neck (LN) bottle replaces the shortneck (Euro) packaging.  Additional elements of the refreshed brand include a reworking of the back label and crown whilst the trademark lion symbol has been re-vamped to bring to life the bold attributes of the ‘King of Bold’ lion.

Pilsner is the third largest market share holder in the country and one of Eastern Africa’s largest regional beer brands, with a presence in Kenya, Uganda, Tanzania, Southern Sudan and Rwanda.