Marketing of this type of products, forces the marketer to depart from most corporate habits.
Habits, but not the standard of marketing thinking.
This is clearly visible on the labels of "kraft beers". The characteristics of this type of products is to emphasize its dissimilarity from "concern beers", simplicity in the approach to marketing message and product.
Beer, such as "Kwas Pruski" (en. "Prussian Acid"), encounters one more principle - it goes so far with the name itself that no company will do something similar. Can you imagine the marketing director of the corpo together with the head of PR, accepting such name?
The bad thing is when there is whole storey of "kraft beers" created in stores and a cacophony of colors and names - suddenly makes the uniqueness disappears.
