Title	LAV POPCORN
Brand	CARLSBERG SERBIA
Product/Service	LAV BEER
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 Beograd	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 new product that would be our communication tool - LAV popcorn! We gave it away for free to beer buyers. This was not only our way to show the improved quality of LAV beer, but also to raise the awareness about beer quality in general, and to poke the competition in order to motivate them to do the same thing – improve quality of mainstream beers in Serbia.

Creative Execution

• 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, print ads and banners featuring celebrity endorsers and given as a complimentary gift for each beer purchase. • Timeline: Teaser started on 29th of July 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 have given away 50K of LAV popcorn bags.

• Reach: Viral Reach of 560K • Engagement: 75K engaged users • Impact: 200000 people tried LAV for the first time in order to experience the new taste. • Sales: 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.

LAV POPCORN is a new product and, at the same time, a campaign in itself – a strong communication tool that works as direct gift, PR conversation starter and media. Instead of creating a usual campaign, we have chosen this way to announce a change in beer recipe – by giving away the leftover corn, no longer used in LAV brew, to consumers, thereby provoking reaction and starting the conversation about what a beer should be made of! This was supported through other media: digital, print, TV.

• TA: Serbian men, down to earth beer-drinkers; online just like the rest of the country. As 2016 was another election year in Serbia, overwhelmed by advertising slogans and campaigns from all industries. • Integration: Our new product was media itself – it communicated thechange on its packaging, but we have also supported this new product through series of viral videos on-line, through short TV commercials and print ads, as well as through our online influencers. • Approach: We focused on creating the buzz around a new product – an unexpected way to announce the change of brew recipe! We began with a series of viral videos online, and a word-of-mouth by the community of influencers (social media stars, journalists…) – they were to be given LAV popcorn on the opening day of the biggest beer festival in Serbia. TV commercials and print ads, as well as online banners followed.