Title	LAV POPCORN
Brand	CARLSBERG SERBIA
Product/Service	LAV BEER
Category	B11. 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 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 new PR tool - LAV popcorn! We gave it away for free to beer buyers. • Potential for industry impact 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.

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 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 July 29th 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 gave 50K of LAV popcorn bags away.

• Tier 1: Outcomes/awareness - change in behavior, shifts in stakeholder decisions, brand equity 200000 people tried LAV for the first time in order to experience the new taste. • Tier 2: Knowledge/consideration - coverage depth (quality/quantity), tone and message delivery, purchase intent (survey) 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. • Tier 3: Outputs/business results – sales, donations, site traffic, content response 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.

The Situation

LAV POPCORN is a new product, and at the same time, it is a PR tool. It is created to be newsworthy. We built our idea around building trust – demonstrating, not telling about, the first change of recipe of LAV beer in a decade.

The Strategy

• Target audience: Adult Serbian men, down to earth beer-drinkers, with a close circle of friends, online just like the rest of the country. As 2016 was another election year in Serbia, they were overwhelmed by the huge amount of slogans and messages. • Target media: Influential media and web portals and all social media via the community of online influencers. • PR planning and approach: Focused on creating the buzz around a new product – an unexpected way to break through the clutter and announce, and demonstrate, the change of beer recipe! We organized articles to be published in targeted media, but that was only the support – the main act was centered around 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, to piggyback on the already high interest.