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.