Summary
The Bakuriani commercial was part of its image campaign. The main point in the campaign was the beneficial qualities of the water and placed emphasis on its Georgian origins. As a point of departure the product’s characteristics were discussed within the concept of “The Ideal Balance”- the concept described a successful person who had reached harmony between personal and professional life. The main hero was a Sukhishvili dancer, who appears going about his usual day together with Bakuriani water. As such, the brand became associated with him and further became associated with desirable sentiments- Georgian, successful, graceful, light, and healthy.