The main goal was to create a trendy draught beer brand and to secure its positioning on the market. This beer was inevitably going to be “the new kid on the block”, so we decided to capitalize on this image and to further emphasize its freshness. This way we would turn Tsiv-tsivi into "one of the cool kids'', that would surely resonate with the Georgian current crowd.
Often than not our public has preconceived notions when it comes to new Georgian-made products, especially if that product is beer. Most of the time, this prejudice leads skeptics to overlook the beer without even giving it a taste. For the ad, we decided to personify this type of consumer, in order to beat these cynics to the punch. We poked a little fun at our beer ourselves before they had the chance. To deliver the message, besides the beer, in our ad, we decided to include the things that are universally recognized and accepted by everyone except for our protagonist.
This way we wanted to show the audience that, surprise surprise, a person with a knack for looking at things negatively can be wrong, sometimes, or let's face it, most times. We wanted to demonstrate the reasons why you shouldn’t take other’s opinions to heart and why you, yourself, must have a taste of our new beer first. If you’re not a fan of Tsiv-tsivi after tasting it, well then, we told you the exact same thing in our ad, didn't we? But if so happens that you like our beer, then we are ecstatic to have provided you with such a wonderful surprise!
We embedded this archetype in everything from typography to visuals. We wanted to awaken positive feelings by bringing back nostalgic memories that have faded over time. This concept was also the backbone of the TVC, where we used the known phrases often heard in the neighborhoods and homes while complaining about everything remotely suspicious in sight.
We wanted to offer people a high-quality modern Georgian beer that they could easily find anywhere, even outside the large chain supermarkets where draught beers are usually sold. Here you’ll often see people taking gallons of draught beer to their homes together with tons of snacks. Knowing this we started selling Tsiv-tsivi in specific locations designed especially for draught beer lovers, where they’d find our beer along with all sorts of munchies to nibble on.
The ad got one million views and the responses we received were brilliant! Many even tried to recreate what our main character would’ve cynically said about our ad! Now, we've successfully established Tsiv-tsivi as a brand that welcomes any beer lover as its own. We want it to be the best friend for the people, the beer friend if you might. Tsiv-tsivi will always be the wingman and a confidant to anyone who wishes and it’ll guide them in this world of cold cold beer.