The campaign for Maestro, titled "Only those who risk it, deserve to drink it," leverages the brand's association with celebration and the exceptional experience of enjoying champagne. The core brand proposition emphasizes that true reward—symbolized by savoring Maestro's champagne—comes to those who take risks and embrace bold, memorable moments. This aligns the brand with courage, spontaneity, and the idea of living beyond routine, reinforcing its identity as a facilitator of extraordinary celebrations.
From a market strategy perspective, the campaign employs an experiential approach to engage consumers in an unexpected environment. By targeting everyday individuals at a shopping mall in Tbilisi, the brand disrupts ordinary routines, offering participants a unique and empowering moment—conducting a real orchestra. This creative tactic taps into a cultural and emotional insight: the allure of stepping outside one's comfort zone to achieve something remarkable. The reference to the saying, "He who doesn’t risk never gets to drink champagne," underscores this theme, directly linking personal bravery to the brand experience. The campaign’s use of surprise and active participation creates a memorable association with Maestro, aiming to elevate brand relevance through emotional connection rather than direct product promotion. Overall, the strategy integrates situational engagement and culturally resonant messaging to position Maestro as a symbol of risk-taking and celebration within the alcoholic drinks market in Georgia.
FORMAT#6 BENEFIT CAUSES STORY — Builds a story where the product’s benefit is the reason for the action or twist.
This campaign fits FORMAT#6 because the creative core is an experiential scenario where everyday people are unexpectedly challenged to “risk it” in public by conducting a real orchestra—a feat requiring courage and spontaneity. The twist (the “miracle” of conducting and then receiving Maestro) is explicitly caused by their willingness to take a risk, directly reflecting the benefit (“only those who risk it, deserve to drink it”). The product is positioned as a reward for bold, celebratory action, with the storyline driven by this very benefit, rather than a traditional problem-solution or narrative arc.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Georgian Wine – Market Positioning
Leveraging Georgia’s ancient wine heritage, Georgian Wine brands emphasize authenticity, tradition, and artisanal craftsmanship, positioning themselves as premium, culturally rich beverages that connect consumers to the historic roots of winemaking. Their strategic angle focuses on heritage tourism and the distinctiveness of native grape varieties, appealing to consumers seeking genuine, high-quality local experience.
2. Natakhtari – Market Positioning
Natakhtari is positioned as a vibrant, modern Georgian brand offering a range of alcoholic and non-alcoholic beverages. It focuses on youthful energy, innovation, and local pride, often engaging consumers through lively events and experiential marketing, aiming to be the go-to choice for celebrations that blend tradition with contemporary lifestyle.
3. Teliani Valley – Market Positioning
Teliani Valley markets itself as Georgia’s modern winery with high-quality, internationally recognized wines. They highlight a blend of traditional Georgian winemaking with contemporary technology, targeting both domestic and international consumers who value quality, reliability, and a modern yet authentically Georgian wine experience.
4. Badagoni – Market Positioning
Badagoni focuses on niche premium wines that communicate luxury and exclusivity, reinforcing its identity through elegant packaging and storytelling tied to the unique terroirs of Georgia’s Kakheti region. Their approach appeals to sophisticated wine consumers looking for boutique, terroir-driven products with international appeal.
5. JSC KTW (Kakhetian Traditional Winemaking) – Market Positioning
KTW positions itself as a guardian of Georgian winemaking heritage, emphasizing traditional methods such as Qvevri fermentation. They target connoisseurs and cultural enthusiasts who seek deeply authentic, artisanal wines that preserve Georgian viticultural legacy, blending tradition with a growing global reputation.
Q: What is Only those who risk it, deserve to drink it about?
A: Only those who risk it, deserve to drink it is a 2016 experiential campaign created for Maestro in Georgia, targeting everyday shoppers at Tbilisi Mall. The central creative idea was to surprise unsuspecting individuals by inviting them to step out of their routines and conduct a live orchestra in public, embodying the brand’s festive spirit and mission to inspire boldness in celebration. Developed within the alcoholic drinks market, the campaign leveraged the cultural saying that true reward comes to those who take risks, positioning Maestro as a facilitator of extraordinary, memorable experiences.
Q: What creative device does Only those who risk it, deserve to drink it use?
A: Only those who risk it, deserve to drink it employs Clapboard’s FORMAT#6 BENEFIT CAUSES STORY, as classified in Clapboard’s 12-format taxonomy. This approach builds a narrative where the product’s benefit—enjoying Maestro’s champagne—is directly linked to the action of taking a risk, in this case, conducting a real orchestra in public. The storyline is driven by the participants’ willingness to embrace courage, with the twist and reward explicitly caused by their boldness, rather than a traditional problem-solution or linear narrative arc.
Q: What is the campaign proposition for Only those who risk it, deserve to drink it?
A: The campaign proposition for Only those who risk it, deserve to drink it centers on Maestro’s positioning as a brand that celebrates courage, spontaneity, and the thrill of memorable occasions. By targeting ordinary people in a shopping mall and offering them a chance to step into an extraordinary role, the campaign aligns the act of savoring Maestro’s champagne with the willingness to take risks and embrace bold moments. This strategy aims to create an emotional connection with consumers seeking rewarding, celebratory experiences, reinforcing Maestro’s relevance in the alcoholic drinks market as a symbol of living beyond routine.
Q: How does Only those who risk it, deserve to drink it rank in Clapboard's archive?
A: Only those who risk it, deserve to drink it holds a Clapboard Campaign Score of 64/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in Maestro's category?
A: In Maestro’s category, competition comes from several prominent Georgian brands. Georgian Wine brands emphasize heritage and authenticity, connecting consumers to the country’s ancient winemaking traditions. Natakhtari positions itself as a vibrant, modern choice for youthful celebrations, while Teliani Valley blends traditional methods with contemporary appeal for both local and international audiences. Badagoni targets the luxury segment with boutique, terroir-driven wines, and JSC KTW focuses on artisanal authenticity through traditional Qvevri fermentation, appealing to connoisseurs and cultural enthusiasts seeking a genuine Georgian experience.
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