In order to get the word out about a change in ingredients it made in its beer, Lav (a beer that is produced and bottled by Carlsberg) launched a popcorn beer.
Recently, Lav refined its ingredient list by excluding corn, which makes for a more premium product that's made with just barley, hops and water. The promotional product from McCann Belgrade agency "literally took out the corn out of Lav’s beer and turned it into a popcorn." The beer-branded popcorn was given away at supermarkets, bars, movie theaters and other events in order to spread the word about the new changes in Lav's beer in a fun and unexpected way.
Crossover products like this have become increasingly popular in the foodie community and this one makes for a fitting treat for both snack food lovers and beer fans alike.
What's Driving This Trend
- Ingredient-focused Promotions
- Brands can create unique and memorable promotional products that showcase ingredient changes and raise awareness with consumers.
- Crossover Food and Drink Products
- Combining two popular products or brands in a clever way can generate buzz and excitement among consumers.
- Premium Ingredient Focus
- Highlighting the use of high-quality ingredients can differentiate a product and appeal to consumers looking for premium options.
Who This Affects Most
- Beverage
- Beverage brands can create unique promotional products that showcase ingredient changes and raise awareness with customers.
- Snack Foods
- Food brands can experiment with crossover products and flavors to create new and exciting treats for customers.
- Advertising and Marketing
- Marketing agencies can create clever and unexpected promotions that highlight a brand's key message, such as ingredient changes or new product launches.
