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Beer company faces probe over cans depicting Russian heroes from the Second World War

By Kate Baklitskaya
29 April 2014

Regional prosecutors in Omsk investigating complaints over the Siberian Crown beer images developed by a London agency.

''We believe that placing such information on beer bottles help to keep the memory of great deeds'. Picture: omsk.vk.com

'Sun-InBev' company produced a limited 'festive' edition of beer in bottles and cans to coincide with the May 9 Victory Day commemoration in Russia, with images of 'Heroes of the Great War' depicted on the labels. 

'We wanted to remind about the great deeds of our countrymen, often neglected or even unknown,' said company's marketing manager Alexander Pigaev. 

The idea was developed by the Bloom London agency, with Grey Russia finalising the design. 

The company faced an immediate backlash from some of the city's veterans and the media. Omsk Branch of Federal Anti-monopoly service started an investigation into a possible case of advertising law violations, with Omsk regional prosecutors office announcing investigation into complaints from people 'upset by the cynical choice of label images'. 

The company responded by saying that they treat War veterans with huge respect. 'We believe that placing such information on beer bottles, as well as on banknotes, matches boxes and in newspapers help to keep the memory of great deeds', the company representative said. 

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