International Fake Cheers Day

Mamedoff Group


In Azerbaijan, there are intense competitions along vodka brands, but export vodkas and ‘selection habits’ dominate the market. In this case, starting communication of a local brand is going to betough. It can be easily dissolved in the mixed market. Mamedoff Vodka is a new brand ready tolaunch. But this brand needs a significant strategy to become “recognizable”.

• Brief

Create a unique message along Azerbaijan and make Mamedoff Vodka familiar with the 'vodka traditions'. Make a different way of launching an idea.

• Objectives

Adapt to the vodka drinking traditions in Azerbaijan. For instance, our campaign starts with drinking Mamedoff Vodka at 6 a.m. and eating Khash soup. Another step is to attract well-known faces. Since Azerbaijanis love entertainment, we have decided to invent a special day for celebration. Let everyone enjoy International Cheers Day!

We created a fake Cheers Day in Azerbaijan and trolled people about so-called celebration. We started with influencers and organically spread the campaign around the whole country. A day later, the truth was finally revealed; we introduced Mamedoff Vodka by the help of influencers and informed people about the following: "A day like this does not exist. But we do not need a specific day to have a good time, to talk or joke." We did our best to be highlighted in news, social mediafeeds, and people’s minds. We took street interviews and made people believe that Cheers Day was real. While asking 'What day do you think it is today?', some of them answered what we were waiting for - 'Today is International Cheers Day.' As you can see, creating awareness is very important.