Category | Promo & Activation |
Subcategory | Non-traditional ambient and guerilla marketing |
Entrant agency | Leavingstone |
Client | Brewery Natakhtari |
Brand | Beer 34 |
Product/service | Beer 34 |
Release date | 27.02.2015 |
Advertising agency | Leavingstone |
Production agency | Film Asylum |
Executive creative director | Levan Lepsveridze |
Associate creative director | Giorgi Avaliani |
Chief/senior account director | Natia Gogia |
Art director | Ia Darakhvelidze |
Writer | Giorgi Burchuladze |
Account director | Nikoloz Kakhniashvili |
To reach the people who know the price of a good drink, we made the first Georgian craft beer really, really expensive! 34 launched with a shocking price tag - 34 Laris ($17) a bottle. We tracked the first heroes to buy 34, and in five days as the prices went down, we revealed their personal statues as a surprise. As a result, 230 overpriced bottles sold to a unique audience pushed 230% of the planned amount, gaining 12% of the market in 1 month.