In Georgia wine is a traditional drink, only to be enjoyed with specific etiquette during feasts and family gatherings.
Ikano is a wine brand for young people aiming to change the perception of wine as a conventional beverage. As Ikano itself is a blend of European and Georgian grape varieties, the brand mixes up tradition with contemporary, old with new, serious with fun.
To grab the attention of young Georgians, we put this dual philosophy to a test covering the most recognisable youth anthem “Smells Like Teen Spirit” as a traditional Georgian folk song.
We wanted the target audience to rethink how they drink wine and understand that this cultural fusion isn’t unnatural - it shouldn’t be a surprise to discover Ikano at an alternative music concert or a club, as much as at a picnic in the countryside.
Ikano Smells Like Teen Spirit music video was received warmly both by our target audience with hundreds of shares and music critics with favourable reviews on multiple publications.