Natakhtari

The Ask

To relaunch Natakhtari beer, to build brand love, increase quality per- ception and communicate that Natakhtari is a real GEORGIAN BEER MADE 

The Challenge

We had a weak brand with a narrative problem. Natakhtari was sup- posed to be for everyone, but it was for no one in particular. The brand stood for little and whenever a new beer popped up, it lost sales. The brand has been in decline since 2012. Because of the product’s per- ceived low quality even people who drank Natakhtari, felt pressured to drink something else in public.

The Insight

People are getting tired of externally imposed rules of conduct.

The Plan

We concentrated on what was true for both Natakhtari and it’s custom- ers: honesty, authenticity and realness. We called the new brand plat- form “100% beer”. Natakhtari is a 100% beer made from 100% natural ingredients and it is 100% proud to be Georgian. It is made for people who in life also keep it a 100% , they are not shamed to be themselves, they do not like to pretend and that’s something they should 100% take pride in. We produced an integrated communications campaign on TV, Outdoor and digital sharing this message.