A new soft drink appeared on the Georgian market. "Natakhtari Zigzag" - this is the name of the new drink created by the company "Efes Georgia" based on consumer research and testing of different product flavors. The main feature of "Zigzag" is ‘’playing with flavors. Its uniqueness is due to the mix of different armoas and rare ingredients. Two different mixes of "Zigzag" tastes are presented on the market at the same time: orange with tangerin¬e and ginger with cinnamon and lemon. "Natakhtari Zigzag" is already available in Georgian stores.

The brand concept emphasizes a person's uniqueness: "Zigzag" is for those who try to be different from others and live life to the fullest, seek adventures, do not adhere to established rules and standards, and prefer to learn everything on their own and do it their own way. This is where the campaign's message comes from: "There is no one else like you."

This is also the origin of the brand name "Zigzag." A drink with such a name implies that the flavor is not linear, but rather full of surprises and even adventurous. According to the concept, "Zigzag" is a rebel, a nonconformist, who enjoys searching and is not afraid of obstacles. Communication with it is enjoyable, does not limit you, and sets you more free.

"Our customer is the most important link in our business. We ’re constantly researching their wants and needs, as well as studying their behavior and attitudes. As a result of these studies, the concept of creating a new soft drink emerged. We created a completely new brand that is particularly appealing to young people through step-by-step consumer research and testing of different flavors of the product," says Guranda Nemsadze, marketing manager of non-alcoholic beverages at "Efes Georgia." ".

A video clip was also created as part of the campaign in cooperation with the company "Efes Georgia" and the agency FCB Artgroup Tbilisi.