Situation

Pirinsko brewery is situated close to one of the most beautiful natural areas in Bulgaria – Pirin Mountains. Pirinsko beer is produced with moutain water and natural ingredients to quench the thirst and leave a feeling of freshness and purity. Its communication platform is based on the slogan “Fresh from the mountain”.

Brief

To convey the brand’s slogan “Fresh from the mountain” in an interesting, memorable and convincing way.

Objectives

To strengthen the link between natural freshness and Pirinsko beer

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.