Lacplesis is one of the major beer brands in Latvia. Although it does not have the longest history, it is still perceived as one of the most quintessentially Latvian beers, because it shares its name with the main Latvian hero from the national epos. The link is mostly intuitive and emotional, and Lacplesis wanted to strengthen its connection with its Latvian roots beyond the level of mere emotions.

So we decided to tell the story of why Lacplesis is actually one of the most quintessentially Latvian beer brands. Given that Lacplesis’s history began during Soviet times, our challenge was to tell Lacplesis’s history in brief without leaving too much of the aftertaste of the Soviet era. We did some historical research and discovered that, in the beginning, Lacplesis was created by a father and son, who started brewing this beer without the intention of selling it. They made it for the enjoyment of their family, friends and locals on the occasion of Latvia’s annual midsummer celebration. And then they repeated the process several times, before deciding to produce it for the market. This was the fact that gave birth to the communication. When you create something for yourself and your family and friends, you follow the highest quality standards. We created a story about a father and son whose passion to brew an outstanding beer for their family and friends led them to create one of the most quintessentially Latvian beer brands. In the commercial, we followed Lacplesis beer from its beginnings through to the present day, stating that while times have changed, Lacplesis is still brewed with the same attitude, brewed for family and friends. Later we used the same story of Lacplesis’s origins to launch a brand new Lacplesis product.