Our aim is to introduce ZigZag, a new fizzy drink by Natakhtari, one of Georgia’s oldest non-alcoholic beverage producers, to the market, targeting Georgian GEN Z audiences while setting it apart from traditional fizzy drink brands.
The challenge lies in developing a platform for the first GEN Z-oriented beverage brand and creating authentic and captivating communication for a target audience that feels misunderstood and values authenticity over conformity.
To address this challenge, we’ve implemented a comprehensive 360-degree campaign, centered around a master video for TVC and digital activation. This campaign caters to the unique preferences and characteristics of Georgian GenZ. The central message, “Nobody is like you,” celebrates the audience’s individuality and encourages them to forge their own path rather than conforming to societal norms.
The campaign rollout includes meticulous attention to minor and major details relevant to the Georgian GenZ demographic. It has been disseminated across various channels, with ongoing active social media engagement to maintain momentum and relevance.
Results
3.3 million unique reach
1.4 million engagement
1.3 million views
