Athenian Brewery – #denmpirAZei Campaign

Communication EFFECT designed and implemented a summer campaign for its client Athenian Brewery. It included humorous posts on Facebook under the hashtag #denmpirAZei, which is a pun of the phrase “no worries” in Greek. Posts featured inconvenient occasions, urging users to open a bottle of beer and take it easy.

Along with the posts, we ran two contests on Facebook and Instagram respectively. On Facebook, users were asked to share an uncomfortable experience and the beer label they opened and made them say #denmpirAZei. On Instagram, users were asked to upload photos of their summer vacations using the hashtag #denmpirAZei.

The main objectives of the campaign were to raise user engagement during the summer period, increase brands’ awareness and communicate the connection between the company and its brands in a funny way.