Löwenbrau

The Brief

Launch Löwenbräu on Georgian market and position it as au thentic German beer.

The Challenge

This staple Bavarian beer with over 600 years of history was facing a very peculiar problem when launching in Georgia, their rightful place was already taken by “imposters”.

The Insight

Germany is the top of mind for all things Germanic and any- thing that sounds remotely German are assumed to be German straight away.

The Plan

We came up with a message: “Many things seem German. Löwenbrau is” This allowed us to tell people they were making a mistake and take responsibility of that mistake off their shoulders at the same time. We produced a humorous toned TV commercial and carried the same message with similar communication style across several platforms.

https://www.facebook.com/SaatchiTbilisi/videos/325886351372523/