Russian Beverage Manufacturer, Ochakovo have been working with 3M Russia for over six years on the effective branding of their delivery trucks and other vehicles. The success of the relationship has laid in the regular communications and meetings between 3M and the client, including the fleet livery suppliers and in particular the graphic film applicators.
The first consistent material specification was created four years ago, and uses 3M Scotchcal IJ37-10 intermediate opaque inkjet printable graphic film with gloss protective over-laminate. The laminate not only offers protection from scraping of the ink layer by tree branches, but also guarantees a specific durability which is underwritten by 3M in Moscow.
The nature of the proiect was that short runs of vehicles needed to be done at different times and in different depot locations across the 60 Russian regions of their national activity, so the ability of 3M distributors to supply small amounts of film to teams of graphic applicators made the project easier and more viable.
A further and more unusual aspect of the new branding was the decision to apply branded graphics on all horizontal truck roof surfaces to enable an effective visibility of the trucks from hi-rise buildings in many towns and cities.
3M continues to advise and guide beer brand marketers in the Ochakovo organization, which also supplies to over 30 foreign markets, how to maximize the free advertising space on their delivery vehicles, to extend their brand awareness and grow their sales as a result.