Unlike other mainstream brands in Serbia, LAV beer no longer contains corn and thus its quality has been notably improved, since corn lowers the quality and taste of beer. In order to promote this news and stimulate trial of new LAV beer, we have used the leftover corn that is no longer used in beer production to create - LAV P.O.P. corn!

• 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 29.07. with first video published on Facebook, over the next 10 days additional teaser videos were published with culmination being TVC that first ran on 10.08., the same day LAV P.O.P. corn were offered as a complementary gift in stores for every LAV purchase. All packs were given away by 30.08.

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

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

• Business impact – sales, donations, site traffic: Only during one evening, on one place, during one single festival, we have given away 14K of LAV P.O.P. corn packs and sold 3 times more packs of LAV beer.

• Response rate: In a matter of days, our story started conversations in media and on line communities of beer lovers, engaged 75K users, with 840 K views, viral reach of 560 K and 5.2 million impressions.

• Change in behavior and consumer awareness: 200000 people tried LAV for the first time in order to experience the new taste.