Estonia’s national lager beer Saku Originaal decided to change. How to focus on millennials?

It refreshed its taste, design and launched a new small bottle. All this to rejuvenate the target group – focus on millennials. But the truth was that the roads of millennials and Saku Originaal simply did not use to cross. Originaal was their fathers beer.

Until Mash Machine – the never seen before augmented reality music app. Everybody who had a smartphone and at least 4 caps (out of 40 possible) became a DJ.

New kind of engagement made a strong campaign and target group just loved it!