The client wanted to improve the presence of Shumensko brand at the point of purchase.

The competition were very aggressive and invested lots of money into various in-your-face materials. The task was to develop a clever idea to outwit the rivals.

We came up with an idea for a paper bag imitating a crate of Shumensko beer. With its help everyone could look like a heavy Shumensko drinker.

The optical illusion of people carrying with ease a case of beer in one hand, was fun to both the owners of the bag and the present audience. Through a modest investment in paper bags, we created a POP material that had a life of its own outside the shops. We turned pedestrians into free outdoor advertisements of “Shumensko” beer. The bags were given to those who bought Shumensko but the fun was for everyone.

The bags disappeared from the shops in no time. Consumers even called the company to ask where they could find the bag. Apart from that, the bags were supposed to be distributed for free, but small shops tended to sell them and the price soared up to five times the price of ordinary bags. Finally, the client relocated part of the press media budget in order to finance a second larger circulation of the bag.