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worldPARTNER MAGAZINE NO. 5 ++ 2009 ++ ENGLISH

04

Content

No.5 2009SINALCO PARTNER MAGAZINE NO. 5 ++ 2009

Editorial 05

Events Fromfairtofair 06 Timetravelthroughthecentury– 08 togetherwithSinalco IfeelSlovenia 10 Sports&Sponsorships TVPinkbecomesyellowwithSinalco 11 Sinalcogivesfootballarefreshingkick 12 SinalcosaysyestoEuroBasket 13

Interview SwitzerlandhaslaunchedSinalcoCola 14 Thanksfor42yearsworkingforthereddot 16

Company&Partners SinalcoconquersGreece 18 Sinalcoridesthetrain NewactivitiesfromSinalcoSerbia 19 GetintouchwiththenovelTV-spotand 20 brandlabelforSinalcoInternational NewimpulsesfortheGermanSinalco 22 SinalcoBeachCampaignforSwitzerland 24

Products Sinconada–therefreshinglifestylealsoinPET 25 JuicytastewithSinettainMacedonia 26 PromotionalItems2009 28 SinalcoNewsticker 30

Sinalco International GmbH & Co. KGRömerstraße 10947179 DuisburgGermanyTel: +49 203 48 511 0Fax: +49 203 48 511 88eMail: info@sinalco.comWebsite: www. sinalco.com

Overall responsibility:Sinalco International Marketing Department

Editorial staff:Daniela Kolusch, Mario Mais & Sinalco Partners

Photos:Diverse

Cover page:Deutsche Standards EDITIONEN GmbH

Conception, layout & production:designWerk, Duisburg

Imprint

Since1905,SinalcohasbeenaGer-manbrand.ItlivedthroughWorldWarI,thecurrencyreformaswellthegruesome World War II. As early as1905thebrandwasrepresentedin150countries.Atthattimetherewerenoother international soft drink brandswhoenjoyedasimilarlyhighrecogni-tionvalue.

Only a strong brand can survivesuchevents.AfterashortintermezzoinSwitzerland,Sinalcohasbeeninthehands of a family business since the90`s through which it took off onceagain. Today Sinalco is representedin around 50 countries all over theworld. Franchisees worldwide bottleSinalco`s soft drinks according toGermanqualitystandards.ThebrandfunctionsinauniformmannerandismanagedbyitsGermanheadquarterwithregardtomarketingandproductconcepts.

In so doing, we place great stockonthegenericcodeofthebrandandpointoutourGermanoriginwiththeslogan “Sinalco schmeckt“ – even in

countrieswithnoconnectionstotheGermanlanguage.

The slogan “Sinalco schmeckt“ isconveyed by means of a redesigned3D logo with a young, new designwhich elicits consumers` attention.Afterthefaceliftgiventothelogo,thelabelsonthePETbottleswerealsore-designed.Theproductrangehasbeencontinually tailored to the needs oftheinternationalconsumers.Wenowoffer a brand portfolio which coversthe whole spectrum of the categoryofsoftdrinks.Besidesthesloganandtheunmistakablebrandlogo,wehavemade the colour yellow an unmista-kableSinalcocharacteristicinthebe-veragesegment.

Thanks to sponsorship of sportsin the international arena, primarilybasketball and football, Sinalco canbeseeninmanycountriesaroundtheworldduetosatellitetechnology.Ourcommercialsaregloballycommunica-ted,whetherinArabiccountries,We-sternorEasternEurope–noticeista-kenoftheSinalcobrandeverywhere.

Welookforwardtothenewchal-lenges which the future willholdforus.

Dearreaders,

Mongi Goundi / Managing Director – Sinalco International

Editorial

05

Mineral water classic, medium and without gas

existing

Redesign of packaging in

2007 and product line extension

existing

Two taste varieties with

vitamins

roll out 2008

Existing juice drink brand reactivated

roll out 2009

Flavoured malt beverage

roll out 2009/10

Organic drink in two tasteful

varieties

roll out 2008

Redesign of packaging in

2007

existing

Fromfairtofair

06

Events

SinalcoatIFDTEX(Athens)

This year, too, Sinalco was effec-tivelypresentedbyitsGreekfran-chisepartnerMavrikosCo.atthe22ndInternationalFoodandDrinkExhibiti-on(IFDTEX),inAthens.

This international exhibition forfood and drink technology was heldin the Metropolitan Expo ExhibitionCentrefrom5th to9thFebruary2009inAttica.Over111,000squaremetres,498 companies of the beverage in-dustry exhibited their products in 4exhibition halls and presented their

services. Over the course of the fivedaysoftheexhibition,39,421visitors,mainly from the food and beverageand hotel industries, as well as fromtheretailsegment,letthemselvesbeinspiredandadvisedbytheexhibitorsandmadebusinesscontacts.

The large crowds of visitors in at-tendanceattheIFDTEXwereasignofconfidence and recognition not onlyfortheorganisers;GeorgosMavrikos,ownerofMavrikosCo.alsoconsiderstheattendanceattheexhibitiontobeagreatsuccessfortheSinalcobrandanditsdegreeofbrandawarenessinGreece.“Wepresentedourselvesthisyearforthethirdtimewithproductsand services at the IFDTEX and wewereonceagainsuccessfulinmakingvery good contacts,” reported Geor-gosMavrikos.

Preview:Sinalcoatdrinktec2009

Events

07

From 13th to 18th March 2009, Ger-man Sinalco‘s exhibition stand atthe„Internorga“wasonceagain„Therefreshingmeetingpointforthefoodservice industry and retail.“ Sinalco‘scurrent marketing offensive was thefocusoftheexhibitionappearance.

Some 103,000 industry visitorsappraised the offerings of 1050 ex-hibitors from 26 countries on theirway through the exhibition halls inHamburg. The Internorga is consi-deredtobethemost importantspe-ciality exhibition in Europe and hasbeen used as a forum by Sinalco foryears. Here you meet a host of po-tential new customers as well as oldbusiness friends concentrated over aweek in a single location. The spec-trumofvisitorsgoesbeyondthefoodandbeverageindustrysuchthattoasignificantextentdecisionmakers in

thefoodtradeandspecialtybeveragewholesalerscanalsobereached.

This year Sinalco attracted attenti-onwitha larger,morecentrally loca-tedarea.

Thelargelyvisibleattention-getterswerethreeloomingcylinderswithad-vertisingmotifsforSinalco,Aquintélland Sinconada. Among these werespacious presentation areas for thewhole product range of each brandwithallvarietiesandcontainers.

Yet not only the stand design cre-ated visual emphases. For the firsttime, the redesignedSinalcoproductdecors were shown. The German Si-nalco TV spot with which the brandis massively advertising this year onyouth-targetingstationsinGermany,also premiered. For visitors, the spotcouldbeseennonstoponalargesplitscreenalternatingwithanimationsofthenewproductoutfits.

Aftersixexhibitiondays,thestandoperatorsdrewapositiveconclusion.Onceagain,GermanSinalcomanagedtopresentitselfinHamburgasanat-tractiveandcompetentpartnerforallsegments of the hotel industry, foodand beverage industry and commu-nalfeeding.Thenewbrandpresencewasgenerallypositivelyreceived,andalthough the Internorga had fewervisitors, German Sinalco‘s team wasquitesatisfiedwiththequantityandespecially with the quality of the cu-stomercontacts.

Internorga2009GermanSinalcowithanewappearance

From 14th to 19th September 2009,Sinalcowillberepresentedattheworldbeverageandliquidfoodtech-nology exhibition. Sinalco uses theglobal industry meet-up to talk withinternational decision makers andbeverage companies in order to findnewcustomersandlicensees.Severalactivities roundoff theMunichexhi-

bition appearance: Every afternoon,abandwillplay,startingat4:00pmon the Sinalco truck in the atriumbetweenhallA1andB1.Everydrinktecvisitorwill receivea freeSinalcopro-duct at the entrance, and potentialcustomerswillbewelcomedintheSi-nalcoloungeathallB1nearthewestentrance.

Events

08

Time travel through the century – together with Sinalco

Some 80 historic posters whichwererestored,cataloguedandplacedbehind glass come from the Sinal-co archive. Visitors of the exhibitionhad experienced an exciting journeythrough the history of beverage ad-vertising. As such there are Art Nou-veau,ArtDecoandPopArtposterstobefound.Theexhibitionalsooffersacross-sectionthroughthefashionandtasteofeacheraandshowsthatthe-searesubjecttothechangingprevai-lingtasteswhichtheyretrospectivelyreflect.

TheExhibitionwasopenedbyWolf-ramMaas,theGermanAmbassadorofSerbiaandMichaelDoerks,ManagingDirectorofSinalcoSerbia.Theexhibi-tionattractedgreatpublicandmediaattention and made positive impres-siononvisitorsandmediawhichwasconfirmedbyasignificantnumberofarticles innationaldailynewspapers,magazines and TV broadcasts. Theexhibition opening was attended bynotablesofBelgradeandSerbiawhichwasreportedonintheprimetimeofnationalTVchannel.

“SINALCOPLAKATiv“inLucerne,Switzerland

With Fumetto, the 10th internatio-nal Comix Festival, Ramseier SuisseAG found a suitable platform for ex-hibiting historical Sinalco posters inSwitzerland.Theposterswereexhibi-tedfrom28thMarchto5thApril2009underthename“SINALCOPLAKATiv”as a satellite programme as part ofthe Comix Festival. In addition, a de-signcontestwasheldwiththemotto:„Show your city your Sinalco poster“.60 art and graphic design studentsfromalloverSwitzerlandsentintheirdesigns.Thewinner,20yearoldgra-phicdesignerGianAndriBezzola,whostudies industrial design in Zurichwasannouncedontheopeningdayoftheposterexhibitandreceivedaprizeof CHF 500. In addition, the winningposter was also displayed on variousoutdooradvertisingspaces.

ArtTour2009

Sinalco displays historic placardsandposters fromthe last 100ye-ars.Sinalco’sbrandidentitywasalrea-dy exemplary 100 years ago: popularbrand name, standard internationallook, top and strictly monitored pro-duct quality, perfect distribution andadvertising support. An essentialcomponent of the brand’s success isthe innovative art of advertising po-sters, at the start still referred to aspropaganda,ofwhichSinalcoavaileditselfquiteearlyon.

In 2009 Sinalco has been expe-rienced from another perspective:at the Museum of Applied Art inBelgrade, Serbia and in Lucerne, Su-isse within the international comicfestival “Fumetto”. This Sinalco ArtTour travelling exhibition originatedin Germany at the Duisburg CubusKunsthalleinOctober2007.

“ThehistoryofSinalcoposters”inBelgrade,Serbia

At the Museum of Applied Art inBelgrade, from22nd Januaryto5thFe-bruary2009,SinalcoSerbiaorganizedan exhibition “The history of Sinalcoposters–100years“.

9

Events

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Partner der Getränke-IndustrieMaschinenfabrik

“Aboveall,IwasinspiredbytheSi-nalco brand‘s style and cult status,”said the lucky winner at the awardceremony.

With this contest, Sinalco wantedto promote the creative potential oftheadvertisersandgraphicdesigners

oftomorrowandpresentthispotentialtothegeneralpu-blic.Theaimofthe“SINAL-CO PLAKATiv” exhibit andthedesigncontestweretoconveytheimagevaluesoftheSinalcobrand.

Events

10

IfeelSloveniaPartnership conference in Ljubljana 2009

In January Sinalco InternationalGmbH&Co.KGsetcourseforasuc-cessfulyear2009.ThereforeallSinal-copartnersfromaround50countrieshave been invited to a partnership

conference in Ljubljana, Slovenia.The focus of the conference was theexchange of experiences, ideas andopinionsaswellasinformationaboutnew technologies, product develop-mentsandmarketingactivities.

Besidestheworkingpartofthecon-ference,whichincludedthepresenta-tion of POS activities for the currentyear, partnership conference atten-deesfoundtimetopartakeinleisureactivitiestogethersuchasaSlovenianeveningorasightseeingtourthroughLjubljana.

Anotherparticularhighlightoftheconferenceprogrammewasavisitofthe new Sinalco franchisee Dana inMirna, 50 kilometres from Ljubljana.This high-output, modernly equip-pedplanthasbeenproducingSinalcodrinksfortheSlovenianmarketsinceJuly 2008 and has set the ambitiousgoal for itself of putting the brandwiththereddotineveryrefrigeratorinthecountry.

Mongi Goundi, Managing Directorof Sinalco International summed uptheconferencepositively: “Ourpart-ners are highly motivated becausetheyseehowsuccessfullytheSinalcobrand can be marketed worldwide.We will continue to support themin 2009 with a variety of measureswhich will contribute to continuingtheinternationalexpansionoftheSi-nalcobrand.“

Sponsorships

11

Within its recent activities theSerbian Sinalco Team particu-larlydistinguishesthesponsorshipofthe TV series “Pare ili zivot” („Moneyorlife“)emittedweeklyonPinkTelevi-sion,thetelevisionbroadcastwiththehighestviewersrankinginSerbia.

Sincetheverybeginningofbroad-casting,inJanuaryof2009,theshowmarks a continuing rise in viewers

number that consequently led to aSHR jump from 25% to significant38%,thatrepresentsapproximately2millionviewers.

ThenoticablepresenceoftheSinal-cobrandthroughasuccesfullproductplacement and a skilfull use of a va-riety of Sinalco advertising materialitemsimplemetedinthecourseoftheshow,contributessubstantialytoourbrandawarenesscampaign.

Thelongtermbenefitofthemarke-ting decision is even more enhancedby the fact that the show is beingbroadcasted in the region and bysattelite network all over the world.Theeffectsofthecampaignarethustransmitted over the Serbian fron-tiers.

ThesuccesfullcooperationwiththePinkTelevisionnetworkontheseriesresultedinafollow-upagreementonSinalcopresenceinatwo-partsmoti-onpicturescheduledtobepresentedinSeptemberof2009.

TVPinkbecomesyellowwithSinalco

Sports

12

Sinalcogivesfootballarefreshingkick

Speed, dynamics and passion arethe attributes which characterisethe world’s favourite sport: football.An integral part and more and moreoftenontheball:Sinalco.Theclassicsoda, which is increasingly involvedin the stadiums of the German Fe-deralFootballleaguecannowalsobefound to a greater extent in certainindividualtopgamesofvariousnati-onalteams.

“Football is a nice and excitingsport which can bring a great manyfans around the world together”according to Mongi Goundi, Ma-naging Director of Sinalco In-ternational. “Nowhere elsedopleasureandpainliesoclosetoeachotherwhenstrangers jubilantly fal-ling into one another‘sarms. Football is anexpression of an atti-tude toward life andbeingSinalco,weareapartofit.“

The Bundesliga[German FederalFootball League] has

becomearealexporthit.FansofGer-man football keep up with their fa-vouritegamesviasatelliteinEasternEurope, in many parts of Asia or theMiddleEast.“EveninHassake, inthemiddle of the Syrian Desert, footballfansalwaysgettogetheronSaturdaysto join in the excitement with theGerman Bundesliga Clubs” remarksMongiGoundi.

Sports

13

Sinalco has been a proud GlobalPartner of FIBA since 2006 whenSinalcofirstsponsoredtheFIBAWorldChampionship in Japan. In 2009 Si-nalco sponsors the EuroBasket Wo-menaswellastheFIBAAfricaCham-pionshipformentobeheldinLibyainAugust this year and the EuroBasketMen to be held in September in Po-land. At all events Sinalco is presentontheadvertisingboardsaroundthecourt,onallprintmaterialandmediabackdrops and by supplying towelsforallteamsduringthegames.

“Sinalcoandbasketballhaveaverygood symbiotic relationship,” MongiGoundi,ManagingDirectorofSinalcoInternational, is happy to comment.“Through our partnership with FIBA,Sinalcoispresentattopinternationaltournamentsandachievesgreatvisi-bility thanks to the great worldwideTVmarketing.“

SinalcoscoreswithinternationalBasketball

PORTRAIT VERSION

EB09_FIBA_logo_poland.aiFIBA------------CMYK

VersionDate creationLast modi�edAccount ExecutiveArt DirectorSoftware Program & version

ITALYwww.oikoservice.cominfo@oikoservice.com

CYAN MAGENTA YELLOW BLACK 3015 U MAGENTA YELLOW BLACK BLACK BLACK BLACK

PROCESS COLORS SPOT COLORS

ClientBuilt scaleLiveTrimBleedColors:

1.031 October 2008---Giancarlo AlfaniAngelo BandinuAdobe Illustrator 10

PORTRAIT VERSION

EBw09_FIBA_logo_2.0.aiFIBA------------CMYK

VersionDate creationLast modi�edAccount ExecutiveArt DirectorSoftware Program & version

ITALYwww.oikoservice.cominfo@oikoservice.com

CYAN MAGENTA YELLOW BLACK 3015 U MAGENTA YELLOW BLACK BLACK BLACK BLACK

PROCESS COLORS SPOT COLORS

ClientBuilt scaleLiveTrimBleedColors:

2.029 October 2008---Giancarlo AlfaniAngelo BandinuAdobe Illustrator 10

14

Interview

CurriculumVitae

Age: 35

Education:

• commercialapprenticeship

• secondaryleavingcertifica

te

• business degree at the U

ni-

versityofBerne

Workexperience:

3 years in product manage

-

ment at Wernli (Swiss biscui

t

manufacturer)– since 2004 in

marketing at RAMSEIER Suisse

AG;initiallyasaproductmana-

gerandsince2006asHeado

f

Marketing

15

Interview

SwitzerlandhaslaunchedSinalcoColaInterview with Mr. Marco Imfeld, Head of Marketing Ramseier Swisse AG for Sinalco World 2009

The Sinalco soft drink brand en-joys great popularity in Switzerland just as in the rest of Europe. How is its current standing?

Sinalco has a brand aware-

nessrateinSwitzerlandofover90%.Thishastodoontheonehandwiththe fact that the brand is very close-

ly tiedtoSwitzerlandforhistoricalreasons and that in general, the

brandisperceivedbythepopu-lationtobeaSwissbrand.In

addition, we are practically100% distributed in retail

andthuspresentalmosteverywhere.

Since this year, for the first time Sinal-co Cola and Sinal-co Cola Zero have been available in PET and glass. Why was it abso-lutely necessary to launch a Si-nalco Cola soft drink on the market?

On one hand,currently we canalso supply retailstores with Si-nalco Cola, which

was not possiblebefore, and on the

other hand, we seethe immense po-

tentialof theSinalcobrandwithsoftdrinks

outside of the Orangesegment, too. In Swit-

zerland,560millionlitresofclassicsweetsoftdrinks

areconsumedeachyear;halfof that is Cola. This is reason

enough to actively work thissub-market too with the Sinalco

brand.For the launch, we were primarily

aidedbythefocuson“theSwissCola“.“Swissness“ and thus the concentra-tion on our own strengths and pro-

www.sin

alco.ch

das schweizer Original.

SINALCO Cola

Die Cola mit dem typischen Cola-Geschmack

ohne zugesetzte Konservierungsstoffe

mit natürlichen Pflanzen- und Kolanussextrakt

en

Neu ab 1

.1.2009

ductsarecurrentlyquitepronouncedandhavewonus-mainlyinthefoodandbeverageindustry–muchfavourcomparedtotheUSbrandsCocaColaandPepsi.

What promotional steps were/are being taken to support the pro-duct launch of Sinalco Cola and to raise brand awareness of the family brand Sinalco in 2009?

In terms of communications, wepushedthelaunchinthefirstquarterwithasignificantpresenceinthefoodand beverage industry and POS (atplaceswherefoodanddrinksareser-ved) with advertising materials suchasglasses,tabledisplaysandscratchcards(drawingforaSinalcoVespa).

Sinalco Cola is incorporated intoSinalco’s family brand communi-cation. This brand communicationfocusesmostofallonthecommuni-cative “Beachlife” plugs. As such, insummer, we‘ll be present at 8 loca-tions throughout Switzerland withthe2009beachtour.Thisisaneventpresencewhichhastodowithbeachvolleyball, while mainly accentuatingthe lifestyle character. So, we’ll bepresent on location at these compe-titionswithaspeciallycreatedbeachlounge.Thistourwillalsobeaccom-panied with classic means of com-munication inthenationalcommu-ternewspaper20Minutes, in regi-onal print titlesand on regionalradio and TV sta-tions.

How have con-sumers and retai-lers responded to Sinalco Cola?

80% of our foodand beverage in-dustry customerswere switched overto Sinalco Cola, in-

cluding a couple major propertiessuch as theStade deSuisse inBerne(football stadium) and the St. Ja-kobshalle in Basel. Furthermore, agreatmanynewcustomerswereableto be won - both in the food serviceindustryandinretail.

Without exception, we have recei-ved very positive feedback from con-sumersonourColaversionincludingin the taste test vs. Coca Cola. Natu-rally, it is still unusual that SinalconowalsohasaColabeverageontheSwissmarket;forthisreason,onfirstcontact,consumersstillhavethefee-lingthatSinalcoColaisamixedCola-Orangedrink.Thisisunderstandable,however, since Swiss consumers hadbeentoldformorethan50yearsthatSinalco is Orange. This will likely notbe able to be changed so quickly inthenextfewmonths.

Are you planning to launch addi-tional Sinalco products on the Swiss market?

As part of a larger market test, Si-nalcoIceTeawaslaunchedin50clPETbottlesinMay;theinitialreactionsarequite positive. Additional productsare in the evaluation stage; a largerlaunch is not planned for the rest ofthisyear,however.

16

Interview

16

Mrs. Dannhäuser, you started working at Sinalco on 1st August 1967. How did you end up working at Sinalco at 16? Could you have imagined starting your training at another company back then?

AtthattimeinDetmoldtherewereonly 2 companies with internationalbusiness relationships who trainedindustrial clerks. It worked out rightawaywithmyfirstapplication, i.e.toSinalcoAG.

You started training to be an industrial clerk at Sinalco. What other duties did you perform at Si-nalco?

During the training, we wentthrough all of the departments inthe company. That meant, for indus-trial clerks, that they have to knowalltheproductionprocessesbutalsoinspectorsortbottlesinthebottlingarea, organise loading of goods andeven load them themselves. It wasalso expected that trainees continuetheireducationinadditiontotheac-

Thanksfor42yearsworkingforthereddotInterview with Mrs. Ingrid Dannhäuser, Manager Export Office

tual training, whether it languagesor other specialised knowledge. Fortoday’s computer generation, it issurely hard to imagine what it me-anstotypeouttext-intensiveexportinvoices with approx. 12 copies (i.e.withcarbonpaper)withoutmistakes,onmechanicaltypewriters.Generally,youwouldmakemistakes inthe lastfew linesand thewholestack wouldthenslipoutof the typewriterwhenerasing. After my traineeship, I star-tedindataprocessingandthenoverthe course of next few years I wor-ked inthebusinessdepartment/costaccounting, in purchasing and thenwentontoheadinsurance,switchingtoexportin1994.

In 42 years, you work with quite a number of employees. How many directors did you meet during your time?

In the 70s and 80s, at times therewere 3 chairpersons for the differentpartsof thecompany. All together, Imust have met 8 or 9 chairpersons/directors.

You also worked for the head-quarters at the time in Switzerland. What did you do there?

In themainadministrations inFri-bourgandthenRheinfelden,thechiefoperators met in regular rotations,inorder todiscussnewprogrammesand improving the old ones and toexchange their experiences. A dataprocessing programme written fora Swiss company logically had to becompletelychangedforuseinGerma-ny.SinceIwastheonlyonetheirfrom“way up north”, I did have troublesometimes understanding my Swisscolleagues speaking the Bernese di-alect.AttimesitwaseasiertospeakFrench with them. It also happenedthat I stood in for sick colleagues inRheinfelden, since only chief opera-torswiththemasterpasswordswereallowedtoworkandhadaccesstoalltheprogrammes.

Since 1th May 1994 you’ve been head of exports in office at Sinalco. What did you find particularly fun in this position?

Can work be fun? I don’t know,there were many times with greatpotential for fun, e.g. when our for-mer partner in Yemen called us eve-ry afternoon around 4:00 pm withhis cheeks full of quat, appropriatelyblurry,dependingonhowmuchquathe’dhad,andwanttoexchangeideasabout this and that with “Dannhau-sen“. Or when a sheik’s brothers inSaudiArabiawerelookingforhim,wedidn‘trevealtothemthathewassta-yinginAmsterdaminordertoprocure“stimuli“(incoffeeshops)forhisnewdrinkdevelopments.Orwhen,inthemiddleofthenight,togetherwehadtoseetothealcoholsuppliesforourIcelandicfriendssothattheycouldbetransportedsomewhatpeaceably.

Interview

In 1997, Sinalco was sold and the move was made from the former headquarter in Detmold to the new headquarter here in Duisburg. Was it difficult to start business at the new headquarter?

It was to some extent like if some“exotic people” would move to the“wildwest”now.ThatwassortofthewaywemusthaveseemedtotheHö-velmannpeople,too.TherearesometherethatspeakinEnglishalmostallthetimeandmovethroughthehallssometimes with somewhat odd loo-kingforms.Wemusthavebeenreallysuccessfulintakingupbusinessope-rations here in Duisburg since someofourpartnersdidn‘tnoticeuntilye-ars later that we no longer operatedfromDetmold.

When you look back to your time at Sinalco, what will you miss and/or what will you remember?

Of course I’ll miss the good andfriendlycollaborationwithmySinalcocolleaguesbutalsowiththeotherHö-velmann employees. There are manythings I’ll remember, especially get-tingtoknowforeigncultures,evenif

this sometimes caused my hair toturngrey.

One of your major hobbies is travel, but you were also able to visit many partners and countries on business. What have you taken away from your travels? Are the-re still any countries where you haven’t been yet?

You should only judge countries,peopleandculturesifyouhaveexpe-rienced them in their own surroun-dings. Showing tolerance and pa-tience,whichwasnotalwayseasyforme.I‘dstillliketotraveltomanymorecountries,althoughoverthe lastfewyearsI‘vecometotheconclusionthatGermanyisoneoftheloveliest.

After 42 years, retiring is not al-ways an easy thing to do. How will you enjoy your retirement, what will you do?

I’llgobackintothemunicipalpoli-ticsofDetmoldandjointheDetmoldFoundation inanunsalariedcapacityand work with their volunteer agen-cy which helps the elderly as well aschildrenandyouthstocopewiththeirdaytodaylives.Mylittletownisloo-kingforanewmayorin2years,yetatthemoment, I’mstillpretendingnottohearthis.

We wish you all the best for your well-deserved retirement. We’ll miss you!

17

trainSinalcoridesthe

Company&Partners

18

SinalcoconquersGreeceNew Beer Brewery in Rhodes opens up additional avenues for Sinalco.

TheGreekSinalcofranchisepartnerGeorgosMavrikos&Co.isexpan-dingitsrangeofservicestowardbeerbottling in 2009. In order to expanditsportfolioaccordingly,thecompanyinvestedintheconstructionofanewfactory in Rhodes which is set to becommissionedattheendofthisyear.

According to the owner GeorgosMavrikos: “Starting in December, wewill be operating as the exclusivecontractbottlerforproductionofthe

GermanBitburgerBraugruppeGmbHcompany’s Bitburger Premium Beer,KönigPilsandLicherLagerinGreece.Bitburgerbeerwill initiallybeavaila-blein0.33land0.5lglassbottles.”Inaddition, there is a cooperative ven-ture in place between the Bavarian-headquarteredAnkerbräuNördlingenGmbH & CO. KG to bottle and sellBavariabag-in-boxbeerontheGreekmarket.Thisexpansionopensupnewproduction and sales avenues for Si-nalco.

New Sinalco Production Facilityin Kos for PET Non-ReturnableBottles

In addition to bag-in-box produc-tion of Sinalco soft drinks in Rhodes,Georgos Mavrikos & Co. is now alsoinvesting in the bottling of PET non-returnablebottles.StartinginDecem-ber2009,besidesthestandardrangemadeupofSinalcoCola,Orange,Le-mon and Zitres, the products TonicWater, Bitter Lemon, Iced Tea andtheenergydrinkenergi·swillalsobebottledinPETnon-returnablebottlesin 0.33l, 0.5l and 1.5l formats. The 2lPETnon-returnablebottle isplannedas a promotional bottle. AdditionalSinalco products are in the planningstages.

Inorder tomakeGreekconsumersaware of the fact that Sinalco softdrinks will soon also be available forthemtopurchaseinretailstoresandpetrolstationstoenjoythemathome,thelaunchofthePETnon-returnablebottles will be promoted by the newSinalco International TV commercialwhich will be broadcasted via Greekscreens during the half-times of theEuroBasket2009.

Since mid-July 2009, a passenger train, com-pletely painted in the Sinalco look, is travellingthroughout Slovenia. The regular line belonging

toSlovenianRailways,whichcarriesupto100passengers, runs from the city of “Koper,”

located in the southwest, through thecapital, Ljubljana in thenorth-eastern

partofthecountryto“Maribor”andback.

Onthisroutewhichlastssome2hours,the“Sinalcotrain”inthe

truesenseofthewordtravelsright across the country and

thus represents the Sinalcobrandintheentirecountry.

Following a successfultest phase, this spon-sorship campaign islikelytobeexpandedto other regular Slo-

venianRailwayslines.

NewactivitiesfromSinalcoSerbiaWinning Game in Serbia

Atthebeginningof2009,SinalcoSerbiaorganizedaprizewin-ninggameforthetimeperiodof6weeksfrom26thJanuarytill09thMarch2009.

This winning gamewasapartofthestrate-gyofannualmarketingplan.

The aim of the win-ninggamewastodrawconsumer‘s attentiontoSinalcoproductsandtoactivelyinvolvethem.

Therefore consumersneededtosendinfivecapsof any Sinalco product. Theprize winning game was adver-tisedatthepointofsalewithneckhangers, posters, wobblers and topsigns.Furthermore, itwassupportedbya radiocampaignon22 radiosta-tions(4nationaland18localstations).Inaddition,thecampaignwaspromo-ted with two mobile billboard truckswhichtouredthroughwholeSerbia.

Theattentionwasdrawnbyprizesof 10 MacBook Air, 20 Nintendo Wii

Stations, 20 iPodTouch and 100 Sinalco T-shirts.Allwinnerswereannouncedinthe newspaper. Michael Doerks, Ge-neralManagerSinalcoSerbia:“Inoneword, the prize winning game was a

benefit for the Sinalco brand and animprovement of the sales in the lowseason.”

Company&Partners

19

Company&Partners

20

Sinalco International breaks new ground with the actual TV spot for 2009

The current TV spot aims to reju-venate the company’s brand pre-sence and effectively addresses theyoung target group with a suitablyupbeatair.

Lastyearalready,thecornerstoneofthenewcampaignwaslaidwithare-launchoftheSinalcorange.Inadditi-ontodevelopinganewbottleformat,bubblesandwaveswereworkedintothelabeldesignforthefirsttimeever.The familiar Sinalco brand logo wasalsotransformedintoa3Dlogo.

In order to highlight the new pro-duct outfit, a special attention-grab-bing campaign style was developedwhich takes outlines of people towhomthetargetgrouphasanaffini-tyandfillstheminwiththecharacte-ristic new label design, just as if theconsumersweredivingintotheworldofSinalco.

Thefournewcampaignmotifsenti-cewiththeuseofSinalco‘scharacte-

ristic signature colours red andyellow.Thisensuredthecre-

ationofanauthentic

c a m p a i g nwith great attention-grabbingpotentialandauniquesellingpoint.

Thenextlogicalstepwastoprodu-ce a 30 second TV spot which takesup the different motifs of the postercampaign and links them to eachother. The TV spot was first filmedwithrealactorsinthestudioandthensuperimposed with the new bubble

GetintouchwiththenovelTV-spot

andbrandlabelforSinalcoInternational

design. As such, all movement se-quencesappearnaturalandyoudon‘tgettheimpressionofpurecomputeranimation.“Wehaveconsciouslybro-kennewgroundinproducingthenewTV spot,“ reports Mario Mais, Marke-ting Consulting Manager at Sinal-co International. “The young targetgroupswanttobeaddressedinanin-novativewayandwemanagedtodothisextremelywell.“

Anewmusicalscorewascomposedspecifically for the TV spot; it is ba-sed on the international music tasteofthetargetgroup.Themusicisthedriving force in the spot and gives itits momentum and thus additionalrecognitionvalue.

The German word “schmeckt“ i.e.tastesgood,whichisusedasaclaimaround the world, continues to be acentralfeatureofthecampaign.“Wewant to express internationally thatSinalco is a German brand and thusdistinguish ourselves from ourcompetition,“ says MongiGoundi,ManagingDi-rector of Sinal-

coInter-national. “German

products and services enjoy a goodreputationaroundtheworld.Itisthe-reforenecessary,particularlyintimesofcrisis,tostandbyyourqualityandorigin.”

Completed in May 2009, the TVspothasalreadybeenbroadcastedatstations like MTV Adria and MelodyHitsintheMiddleEast.

Company&Partners

19www.siadmi.com

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22

Aaa

NewimpulsesfortheGermanSinalco

Company&Partners

Since the beginning of March, Sinalco products havebeenreleasedonthemarket inallcontainervarietieswith a more youthful outfit, which at the same time fa-cilitates consumer information. The Sinalco brand logo,which now detaches itself three-dimensionally from thebackground,remainsacentralfeatureofthelabels.Right

underneath,theflavourisstrikinglyillustratedinor-der to achieve optimal differentiation between

varietiesundertheSinalcofamilybrand.Thankstotheclearemphasisontheproduct‘sadvan-tage“withnaturalmineralwater“onthefrontofthe labels, itbecomesclear,evenwithoutoutlookingatthelistofingredients,thatSi-nalcoisnotproducedwithsimpletapwater.ThesidepartofthelabelisutilisedtobringtotheforeadditionaladvantagesofSinal-cosoftdrinksastheyspecificallyrelatetothedifferentvarieties.Supplementingthecontentsandnutritionaltable,consumersare now informed of how many caloriesandhowmuchsugar,fat,saturatedfattyacidsandsodiumthesoftdrinkcontainsthrough an easy to read GDA (guidelinedaily amount) marking. In addition, thepercentageoftherecommendeddailyin-takemetbyoneservingisalsoindicated.The calorie content information is alsofoundonthefrontside.

TVadvertisingachieves500millioncontacts

Afterabstainingfromtelevisionforalongtime,sincetheendofMarch 2009, the Sinalco brand has once again been runningduring the commercial breaks of German private stations with

the headline “Erlebe es“ (Experience/Live it). Through this me-dium, the young target group especially can be efficiently re-achedthroughoutGermanywithoutfailingtoaddressheadsof households.By advertisingon far-reaching stationswhichspecificallytargetingthetargetgroup–suchasPro7,RTL,RTL

II,Sat1,Vox,ComedyCentral,MTVandViva-over500millioncontactsaregeneratedthisyear.Theselectionofbroadcasting

environments is based on the preferences of spectators underthirty.

The Sinalco brand is supported in Germany in 2009 by a multi-stage marketing offensive. The activities encompass the entire brand identity. They range from a label re-launch to TV advertising, a sales- increasing loyalty promotion and a cooperative media venture

with Bravo to an online campaign. The aim is here to increase the brand recognition and currentness of Sinalco, mainly in the target group of teens to young adults.

Anational collection promotionwith the title “Jagdfieber” (hun-ting fever) will give sales incentivesfortheGermanSinalcocompanyuntiltheendofJuly2009.Consumersarebeingcalledontocollectcappictures,found in the caps of the Sinalco 1.0litre PET deposit bottles. Those whosend in the pictures can win sum-meryprizesincluding,amongothers,airmattresses, sunshadesandbeachchairsinexclusiveSinalcodesign.Par-ticipantsareautomaticallyenteredtowinoneofthreeattractivetrips.

Eachofthethreeluckywinnerswillexperience unforgettable momentswith his or her three best friends onthepartyislandofIbiza.

The hunting fever promotion isbeing announced through informa-tion on the Sinalco labels, ceilingdanglers at POS,via the Sinalcowebsite andthrough in-serts in theTVspot.

22

Newlabels: moremodern,moredynamic,moreinformative

“Jagdfieber” (huntingfever) promotionrewardsbrandloyalty

Live like a star in Hollywood for aweek. This dream will become areality for four girls. With the title,“Mission Famous“, the German com-panySinalcohasputtogetheracross-media package together with Bravo,the market leader in the youth mar-ket.ThepromotionwillbecarriedoutinseveralstagesfromSpringuntilFall2009. It takes advantage of the at-tractivenessofcastings intheyoung

targetgroupandwillbedisseminatedvia TV, print, Internet and free cards.ThecandidatesapplyontheInternetwhere they are subject to an initialvotebyusers.Thegirlswiththebig-geststarpotentialaretheninvitedtocastingsinfourmajorGermancities.AjurywillselectthewinnerswhowillthenslipintotheroleofastarinLosAngeles,California.

Company&Partners

23

Hollywood-boundwithSinalcoandBravo

The Sinalco brand‘s Internet presence will bestrengthenedin2009withaGermanonlinecam-paignontargetgroup-specificwebsites.Bravo.de,themost popular German website with young people,andtheWeb2.0platforms“SchülerVZ” (forpupils)and“StudiVZ”(forstudents)arebeingutilisedwithdifferentformsofonlineadvertising.ThesesitesarelinkedtotheredesignedSinalco.debrandpresence.

OnlinecampaignputsSinalcoonthenet

Company&Partners

SinalcoBeachCampaignforSwitzerland

On tour with the Sinalco beach lou-nge: Cool lifestyle, hot rhythms and tanned bodies! Not at Copacabana, but rather on the 2009 Sinalco Be-ach Tour

Who doesn’t love the relaxedfeeling that comes with beingat the beach? Cold drinks and hotrhythmsintheSinalcoBeachLounge,tan and toned bodies on the playing

field–thatisthe2009SinalcoBeachTour. The mood meter

willbeonhigh in8 lo-cationsinSwitzerlandfrom June to Augustassoonastheballishit over the net forthefirsttime.

Beachvolleyballdoesn’t only

represent a happy go lucky attitudetowards life but rather at the sametimeoffersathleticactionatthehigh-est level. People were able to expe-rience this up close at the first stopon the 2009 Sinalco Beach Tour inSursee.Thousandsofguestsstormedinto the 10 year anniversary of theSinalcoStädtliBeach intheoldtownof Sursee and experienced the finestsort of beach volleyball. The visitorspartied in the Sinalco Beach Loungewithrefreshingdrinksandcoolbeachtuneswellintothenight.Theother7stopsontheBeachTouralsohadalar-geaudience.

AllyouneedisofferedontheSinal-co Beach Tour, so that this summerturns into a real highlight. And forallwhocan’tgetenoughofsummer,sunandsand,Sinalcoisrafflingoffadream trip and many other excitingprizesontheTour.

24

Products

25

Sinconada–therefreshinglifestylealsoinPETSinconada now also in PET one-way bottles

TheGermancompanySinalcoisnotinggoodprogressintermsofesta-blishing brand awareness, distribution and consumer acceptancefor its organic soft drink Sinconada in the year of its launch. Star-tingimmediately,anewproductformatwillopenupnewsaleschannelsandincentivesforconsumption,thusgivingthebrandadditionalimpetus.

BothSinconadavarieties,eldercranberryandlichee,willnowalsobesuppliedin0.5litrePETnon-returnablebottleswithtwi-stcaps.Afilm,colour-coordinatedwiththeparticularlabelsandimprinted with the characteristic Sinconada design, holds thedepositlongneckbottlestogetherinthehandysixpack.Three6packseachareplacedonan18packtraywithfivetraysbeingdeliveredonaCheppallet.Thepriceforasixpackwillbearound5.99Eurosinclassicfoodretailstores.

Intheareaofnon-alcoholicdrinks,one-wayPETbottlesareat-tractivefortheconsumerandinincreasingdemandfororganicsoftdrinks,too.Thankstothelargercapacity,re-closeabilityandeasy,safehandling,theyareespeciallysuitedforconsumptionsituationsassociatedwithmobilityandactivity.Forthisreason,in additiontoclassic foodstoresandspeciality drinkmarkets,the“onthego”segmentinparticularisamongthemostpro-misingavenuesforSinconadainPET.Refreshmentatworkorinschools,thediverseleisuremarketaswellaspetrolstationsandotherconvenienceshopsofferinterestingpotentialforgrowth.

Products

In June, Sinalco will launch the non-carbonated fruit juice drink Sinetta on the Macedonian market.

withSinettainMacedonia

–thenewfruitjuicedrinkbySinalco

ly accentuated and conveyed to thepublicthroughtheslogan“100%puretaste”.

Sinetta is available on the Mace-donian market in the four fruit vari-eties “orange”, “apple”, “peach” and“strawberry”. The coloured caps, thelargevarietyillustrationsonthelabelandthelittletransparentnarrow-ne-cked bottles not only promote reco-gnitionvaluebutalsogiveconsumersa great deal of product transparency– just likethemotto, “what’son it isin it too.” The modern design of thepackagingpicksuptheproduct’spo-

sitioning in terms of taste and qua-lity and, with the 3D logo, creates aclearbrandaffiliationtotheumbrellabrandSinalco.

This non-carbonated fruit juicedrinkwillbesoldforonthegoinhan-dy 0.25l disposable cans as well as0.5land1.5ldisposablePETbottlesviaconventional stores, petrol stationsandkiosks.

With the expansion of its productportfolio with Sinetta, Sinalco aimstodevelopnewtargetgroupsandex-panditscorebusiness.

26

It’s time – starting in June, there’sa new fruity-fresh thirst quencherfromSinalco.Withthe“Sinetta”pro-ductline,thegloballyactivesoftdrinkmanufacturer Sinalco InternationalGmbH&Co.KGwillalsobeservicingthefruitjuicesegment.

Sinetta is a non-carbonated fruitjuice drink which, with just ten per-cent fruit juice, offers an unrivalledcompetitive advantage: rich in vita-min C with an intense fruit taste, itevokes a full mouth feeling whichotherwiseonlycomesupwitha100%juice.Thisproductbenefitissuccinct-

Grand opening in Macedonia: George Ivanov, President in Macedonia and Mitko Jancev, Managing Director of Kuzuvcanka

Products

27

28

Products

PromotionalItems

2009

29

Aaa

Bender_Anzeige_Sinalco_01_zw.ind4 4 19.08.2008 22:51:28

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Newsticker

Sinalco Serbia:

SinalcoSerbiasponsorsthenewTVspotfromNatasaBekvalac

The hit song title “300 stepeni” by Nataša Bekvalaccapturedtheattentionoftheyoungergenerationim-mediatelyuponrelease,thusprovingthesponsorshipofitsmusicalspotthroughproductplacement,asuccessfulandwisemarketingmove.

Sinalco Bosnia:

Winninggame‚‘PijSinalcoiosvoji‘fromSinalcoBosnia(‘‘DrinkSinalcoandwin‘‘)

Inmeaningofanimprovementofmarketposition,Sinal-coBosniaimplementedawinninggamewhichiscalled‚‘PijSinalcoiosvoji‘(“DrinkSinalcoandwin‘‘).Thewinninggame took place from June to September 2009 on B&Hterritory. For participation, the people had to hand in anuniquewinningcodethatwasundereachlabelofthe0,33land2,0lproductsSinalcoCola,SinalcoOrange,SinalcoFresco and Sinalco Rosso. Sinalco Bosnia drew eachday five cellular phones (Sony Ericcson J120i andSonyEriccsonK850i)toluckywinners.

The winning game has been monitoring byadvertisingcampaignsintheformofbillboards,city’slights,radiocommercialsaswellasprin-tingnoticesindailynewspapers.

SponsoringSinalcoBosnia

SinalcoBosniasponsoredrefreshingdrinksforthe“KIDSFest”whichtookplaceinJune2009inSarajevo.

31

AaaNewsticker

Sodeluj v Sinalco nagradni igri in zadeni skuter ali druge privlačne nagrade.

Pošlji SMS s ključno besedo "SINALCO" in kodo. Kodo sestaviš iz številke na zunanji strani zamaška ali na vrhu plastenke in številke pod zamaškom (npr. 8617+29), kodo prepišeš v SMS in skupaj s ključno besedo pošlješ na 3636. Za potrditev sodelovanja boš prejel(a) povratni SMS.V nagradni igri lahko sodeluješ tudi s prijavo na www.sinalco.si. Na mobilnem portalu http://m.sinalco.si pa si lahko, poleg prijave za sodelovanje v nagradni igri, brezplačno naložiš številne zanimive vsebine.

Sodeluj v Sinalco nagradni igri in zadeni skuter ali druge privlačne nagrade.

Reci Adijo žeja!in zadeni skuter!

Glavna nagrada:

SKUTER

Mod

el: S

ym M

io. S

lika

je s

imbo

lna.

SinalcoLetak100x150.indd 1

5/13/09 3:42:52 PM

DegustationSinalcoSlovenia

Inthecurrentyear,SinalcoSloveniaiscontinu-ing its in-store promotions in order to bringthe drinks closer to the consumers. This way

Sinalco Slovenia receives a lot of feedback. Thecompany has noticed that consumers are beco-

mingincreasinglyfocusedonhealthyandfunctio-nalbeverages,waterandpremiumproducts.Thisis

asignificantfactorcontributingtotheslowgrowthofthequantitativeandvaluemarketsharesofSinalcoin

theretailsector.

Sinalco Slovenia:

ThemarketinSloveniaissmallandhighlycompetitive

Sinalcoisabrandgreatly investedinestablishingamarketpositionandgoodreputation.Thisrequiresagreatdealofmarketing effort, so Sinalco Slovenia has decided to take onnewmarketingchallengesintheupcomingseason.TheprizedrawendingatthebeginningofAugust isadvertisedusingthelatesttoolsinmarketcommunication:Mobile,BluetoothandSMSmarketing.

The mobile portal is intended for online mobile marke-ting, meaning that users can view the Sinalco website ontheir mobile phones (http://m.sinalco.si). SMS marketingwas used to invite users to participate in the prize draw,while Bluetooth marketing was used at street basketballtournaments, where mobile phone users were invited toswitchtheirBluetoothsignalon,inordertoreceiveames-sagefromSinalco.Inthisway,SinalcoSloveniawasabletocreateadatabaseof600fansofSinalcodrinkswithinamonth.Obviouslytheprizedrawwasalsomarketedusingclassicadvertisingtools.ThecompanyfocusedmainlyonInternetadvertising,leafletsinshopsandadvertisingateventswesponsor.Inamonth,theSinalcoadwasviewedbyover6millionInternetusersandtheSinalcowebsitewiththeprizedrawwasvisitedbyover7thousandusers.

Sinalco beverages were represented at the schoolbasketball leagueandtheDanacyclingmarathon.Sinalco was also the official drink at the six tour-namentsoftheSamsungnationalchampionshipin street basketball with 136 teams taking part.ThewinnersaregoingtoMoscow,sponsoredbySinalco.

TheSinalcobasketballcourtwasanewadditiontothestreetbasketballtournaments,wherevisitorscouldcompetetowinaSinalcobasketball.

Despitethecurrentuncertainconditionsandeconomiccrisis,weplantocarryonwiththeactivitiesthatwillensurecontinuedgrowthofourmarketshareandcompetitiveadvantage.

Getränkedosen-Recycling ist ein Beitrag zum Klimaschutz. www.ball-europe.de Ball Packaging Europe

ems-

p.c

om

Die Getränkedose ist grün.Recycling reduziert den CO2-Ausstoß um bis zu 95%.

Allein in Deutschland werden rund 90% aller Dosen recycelt. Das Recycling vonGetränkedosen spart bis zu 95% der Energie, die zur Neuproduktion von Metall benötigt wirdund reduziert damit auch den CO2-Ausstoß um bis zu 95%. Die Getränkedose ist weltweitdie am häufigsten recycelte Getränkeverpackung.

Damit ist die Getränkedose nicht nur eine der umweltfreundlichsten, sondern auch eine derbesten Verpackungen. Sie ist licht- und sauerstoffundurchlässig, sie schützt die Getränke undbewahrt ihren frischen Geschmack. Sie ist leicht, unzerbrechlich und lässt sich besonders schnellkühlen. Aber vor allem macht sie Spaß. Immer mehr Verbraucher möchten das besondere„Zisch-Geräusch“ beim Öffnen einer erfrischenden Getränkedose nicht mehr missen.

Mehr zum Thema Umweltschutz, unseren aktuellen Nachhaltigkeitsbericht sowie alle Infos zurGetränkedose finden Sie unter: www.ball-europe.de

2009-05-07-Anzeige_DIN_A4.qxd:Layout 1 29.07.2009 12:54 Uhr Seite 1