"Stariy Melnik. Do what your heart is after."

Stariy Melnik has been developed in 1999 specifically for Russian consumers, taking into consideration their taste preferences. It still has perfect blind tests results.

Brand has been launched as the “Soulful beer”. That was the brand platform and emotional benefit. It worked perfectly as the key differentiator. And it was very successful.

With time, the initial idea of “soulfullness” has started to be perceived as “escapist losers position” – Stariy Melnik positioning had to be changed.

Last repositioning has happened in 2007 and since that time its mainstream communication was mostly rational, USP oriented. But USP is something competitors copy quite fast.

The result – differentiation problems.

We do believe that emotion is the only thing that works as a key differentiator at UMS & LMS segments at mid & long terms.

We do believe, key Stariy Melnik’s problem is that it’s quite hard to formulate what the brand stands for. What’s the brand belief?

And looking at SM portfolio, we see that SM & SMIB perception has to be changed significantly.

That means – we have to re-launch Stariy Melnik Brand.

CONVENTION: Most beer brands try to address up-and-coming achievers and their values, as if beer is a rational reward for hard work and ambition.

VISION: Do what your heart tells you.

DISRUPTION: Stariy Melnik presents an appealing alternative. Beer is neither a choice of mind, nor a reward, it is what appeals to your heart. DO WHAT YOUR HEART IS AFTER.