Title	FRESH FROM THE MOUNTAIN
Brand	CARLSBERG BULGARIA
Product/Service	PIRINSKO BEER
Category	B03. Use of Ambient Media: Small Scale
Entrant	NOBLE GRAPHICS\TBWA Sofia, BULGARIA
Idea Creation	NOBLE GRAPHICS\TBWA Sofia, BULGARIA

Name	Company	Position
Maria Milusheva	Noble Graphics	Creative Director
Aleksandrina Stefanova	Noble Graphics	Graphic Designer
Ivaylo Bojkov	Noble Graphics	Production
Angel Mateev	Noble Graphics	Production

The Campaign

Pirinsko is so natural and fresh that even the beer coasters blossom out when they get in touch with the beer bottle.

Creative Execution

Branded coasters made of craft paper with living grass seed inserted. Watering the coaster makes the seeds sprout, resulting in a fresh green grass growing on the coaster in just a few days. The coasters were distributed to several bars in Bulgaria during the summer months and were given to every customer who purchases a Pirinsko beer.

Results

The activation resulted in hundreds of people being exposed to the Pirinsko brand in a new and unexpected way, while strengthening the brand’s natural positioning.

One-to-one interaction with the consumer at the point of purchase - a specially designed beer coaster is distributed to beer drinkers in bars.

The main strategic advantage is that a simple beer coaster not only absorbs the wet but proves a point while doing it - Pirinsko brings the mountain freshness to you wherever you go.