Free beer condiment packets in Russian Maxim magazine.
(click images, via) Kozel, a Czech lager, attached one sample packet each of their light and dark beers to a spread ad in the mook mag. The idea was to get readers to become mixologists and blend the flavors to their own taste. "Hey man—if we buy, like, 100 Maxims, we could get a couple of free beers. Let's go!" This wouldn't be legal in the US, right? Speaking of mooks and Maxim, a reminder: in new Russia, Beer is Sex! Ad agency: 3sba. Previously: Czech beer commercial presents magical world where women are blow-up sex dolls.