• Situation: LAV beer, a local brew from Carlsberg, was once a pretender for the first beer brand in Serbia. But, during the years consumers became dissatisfied with its quality and taste. So something had to be done, and done efficiently…

• Brief: LAV beer has altered its formula! From now on, it’s made only out of 4 basic ingredients: barley, hops, water and yeast, LEAVING OUT CORN! As usage of corn cuts costs but reduces quality, the change meant that the quality of LAV has been notably improved. We wanted beer drinkers in Serbia to know that this change happened, and to spread the word about it.

• Objectives: Raise awareness of the changed recipe among Serbian beer drinkers.

• Implementation: Together with improved LAV beer, the new product was sent out as a gift to social media influencers, online and offline celebrities, pop stars and journalists. It was supported through videos featuring celebrity endorsers and given as a complimentary gift for each beer purchase. Story about it has been told in daily newspapers, popular websites and magazines.

• Timeline: Teaser started on July 29th with first video published on Facebook, over the next 10 days additional teaser videos were published with culmination being TVC that first ran on 10th of August, the same day LAV popcorn were offered as a complementary gift in stores for every LAV purchase. All packs were given away by 30th of August.

• Placement: LAV popcorn was placed as a gift in stores, café shops, cinemas and music festivals.

• Scale: In the first flight, we gave 50K of LAV popcorn bags away.