Title	LAV POPCORN
Brand	CARLSBERG SERBIA
Product/Service	LAV BEER
Category	D03. Launch / Re-launch
Entrant	McCANN BELGRADE, SERBIA
Idea Creation	McCANN BELGRADE, SERBIA

Name	Company	Position
Jana Savić Rastovac	McCann Beograd	Creative Director
Bojan Babić	McCann Beograd	Associate Creative Director
Lidija Milovanović	McCann Beograd	Associate Creative Director
Vladimir Vuković	McCann Belgrade	Copywriter
Branko Andrejević	McCann Beograd	Art Director
Đorđe Milidžan	McCann Beograd	Client Service Director
Goran Jović	McCann Beograd	Account Manager
Marija Stošić	McCann Beograd	Strategic Planner

The Campaign

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 popcorn!

Creative Execution

• Implementation: Together with improved LAV beer, the new product – LAV POPCORN was sent out as a gift to a number of social media influencers, online and offline celebrities, pop stars and journalists. It was communicated through a series of videos featuring celebrity endorsers and given as a complimentary gift for each beer purchase. • Timeline: Teaser campaign started on 29.07. with first video being 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 popcorn were offered as a complementary gift in stores for every LAV purchase. All LAV popcorn packs were given away by 30th of August. • Placement: LAV popcorn was placed as a gift in stores, café shops, cinemas and music and beerfestivals. • Scale: In the first flight, we have given away 50K of LAV popcorn bags.

Results

• Business impact – sales, donations, site traffic: Only during one evening, on one place, during one single festival, we have given away 14K of LAV popcorn packs and sold 3 times more packs of LAV beer. • Response rate: In a matter of days, our story started conversations in media and online communities of beer lovers, engaged 75K users, with 840 K views, viral reach of 560 K and 5.2 million impressions. • Change in behavior: 200000 people tried LAV for the first time in order to experience the new taste.

LAV POPCORN is a new product and, at the same time, the tool for direct communication with consumers given as a promotional gift for beer buyers in stores, pubs, cinemas and music festivals in Serbia. We chose a special, and very direct way to announce a change in beer recipe – by giving away the leftover corn, no longer used in LAV brew, directly to consumers, thereby provoking reaction and starting the conversation about what a beer should be made of!

• TA: Serbian men, down to earth, with a close circle of friends they trust, like to spend time and go out with. As 2016 was another election year in Serbia, they were overwhelmed by the huge amount of slogans and messages that kept coming from the media. • Approach: Our approach had to be direct, we wanted to find our TA where they were in order to break through the clutter – we chose to demonstrate the change, rather than just talk about it. And once we managed that, we were confident that our TG would spread the message. The message had to be simple: LAV is a beer made with 4 basic ingredients. Corn has no place in it. • CTA: Buy a beer, get a gift; get a gift, think about it! Since our gift has a lot to do with the change in our brew!