Social networks are abuzz lately with the new and quite unusual product – Lav popcorn. People rightly ask how come that a beer brand decided to produce tasty, crunchy popcorn and thereby give them its own name. Well, McCann Belgrade is responsible for this.
Carlsberg Serbia, listening to the needs of consumers, decided to change the recipe for LAV beer. Since recently, LAV beer is produced exclusively from four gifts of nature: barley, hops, water and yeast. Unlike it, other domestic mainstream beers contain another element – corn, or corn grits that is, which is a cheaper way of producing.
So LAV stopped using corn, begging the question of what to do with the surplus corn. Here the creative from McCann came up with the idea to make – not a new campaign, which would be the expected sequence of events, but, instead, a completely new product that will communicate the new recipe, and also educate people on the topic of ingredients of a quality beer. They designed the LAV POPCORN!
Well-known LAV endorser Nenad Jezdić, “The Best Man”, continued to support his brand through a series of short videos in which he answers the question: What corn is good for? Promotion of the new product continued in shops, cafes, cinemas, at the Belgrade Beer Fest … where people got free popcorn with every purchased LAV beer.
Customers reacted positively. Sale of LAV beer at points of sale where popcorn was shared increased, and the specificity of the new recipe has highlighted the perception of LAV beer as a product of superior quality and taste.
The communication objective was thus solved in a completely new and non-standard way – not by creating a classical ATL campaign, but by creating an innovative, creative product whose very existence clearly and unambiguously communicates the message: Corn has no place in LAV beer. Corn belongs in popcorn!
CREDITS:
Creative team: Bojan Babić, Vladimir Vuković, Lidija Milovanović, Branko Andrejević
Creative Director: Jana Savić Rastovac
Strategic Planner: Marija Stošić
Account: Đorđe Milidžan, Goran Jović
