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URBAN LEGENDSBaltika #3, one of Russia’s most popular beer brands, launched an ambitious campaign featuring 990 different can designs in a first-of-its-kind limited collection. The standout 500ml cans display the names of 990 different Russian cities, printed on an urban skyline graphic. The innovative campaign aimed to promote Russian patriotism and encouraged repeat purchases as consumers collected cans from different cities. Malkiel Natalia, Brand Manager Baltika #3, said: “We wanted to encourage national pride and unify our loyal Russian consumers across the country through the product itself.”EUROPEAN CAN MARKET REPORT 2016 49COUNTRY REPORTS