Digital
Creative
Agency

On March 26th, Georgia achieved a historic milestone—we qualified for the European Championship. It was a moment of national triumph, a dream realized for every Georgian. But when it came to football campaigns to cheer Georgians, Zedazeni, the truest Georgian beer and a symbol of Georgian sports cheering, was in danger of being left out of the momentum. Restrictions, license prices, big budgets - we could not compete with global brands to buy rights for creating a campaign around Euro 2024.

How can we drive fan excitement and back our team during Euro 2024 despite not being part of the official lineup?

At Zedazeni, we refuse to stay on the sidelines. Instead of competing in the sponsorship game, we redefined it with Cheering Beer Bottles. These were not just labels—they were real-time symbols of our support, capturing the pulse of the nation’s excitement and pride. With every new iconic phrase, our labels became louder, reflecting the growing enthusiasm of Georgian football fans.

The impact was nothing short of spectacular. Our Cheering Beer Bottles resonated deeply with fans—so much so that we sold over 10,000 bottles in less than a week. The campaign ignited a frenzy: fans demanded more, created their versions, tattooed them, and shared their excitement across social media. We achieved over 11 million impressions, and our brand identity surged by an impressive 26%. We accomplished all this without a single sponsorship — just the raw power of Georgian beer and our unbreakable spirit.