From news:
On June 20, 2025
Mineral water Bakuriani continues its collaboration with football player Georges Mikautadze and offers customers new limited-edition packaging. Keeping its message unchanged — “We need water just like we need care” the brand reinforces its core communication, centered on care and a healthy lifestyle.
As part of the campaign, the brand is presenting an updated version of its well-known commercial, now featuring a new ending.
Irina Keidia, Head of Marketing at IDS Borjomi Tbilisi:
“With this campaign, our goal is to further promote a healthy lifestyle and the idea of care, while once again reminding the public of their importance. That is why we are continuing our collaboration with Georges Mikautadze, this partnership will become even more diverse this year. Alongside the video campaign, we are offering consumers a limited-edition “Bakuriani” packaging. The new label retains the main design but is complemented by vibrant details, portraits of Georges Mikautadze, and the campaign slogan: “I love, love “Bakuriani.” I believe our collaboration will be successful again this year.“
Georges Mikautadze, Forward for the Georgian National Football Team and Villarreal CF:
“I’m happy to continue my collaboration with “Bakuriani,” as partnering with a Georgian brand is very important to me. The filming process was very interesting, especially the final part, which we planned in Valencia. I’m also glad that my photos will appear on the limited-edition of “Bakuriani” packaging. Water is very important in a footballer’s life, which is why — “I love, love Bakuriani.””
The concept for the new video and its production were developed by the production management company “Industria Film,” and the label design for the limited edition was created by Zakaria Mesropov.
The limited “Bakuriani” is produced at Borjomi’s new bottling plant and is already available for purchase nationwide.