As the official sponsor of the Serbian national football team, they wished to flaunt it and invite it to feel-good moments on the occasion of the FIFA World Cup. The brand design was redefined and enriched, implementing the new design to the aluminium can—seen as more modern and safe in a crowded, rowdy environment. The strategy boldly celebrates the self-assured essence of Lav and makes the lion the most recognisable and iconic expression—gaining shares with a roar.

The sponsorship of the football team was proudly shown off by the presence of the silhouettes of the team’s most prominent players in action, catapulting this Serbian icon to the forefront of today’s dynamic beer industry and culture. Upon launching the new can designs, Lav was named the second-best product brand in Serbia and although the soccer team did not quite win the European championship, the Serbs had the best party.