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.