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.