The ‘’Natakhtari’’ beer has released Heroes Limited Edition of ‘The Knight in the Panther’s Skin’. This time, the packaging presented with four Heroes from the Poem: Avtandili, Nestani, Tinatini, and Tarieli. The project is done in collaboration with the famous Georgian artist and author of the Poem Graphic Novel, David Matchavariani.
The Heroes Limited Edition will replace the standard ‘’Natakhtari’’ CAN packaging. Currently, only CANs with designs of Avtandili and Nestani are available in sales channels. In the future, consumers will also find CANs featuring designs of Tarieli and Tinatini.
‘As the leader of the beer market, it is always important for us to invest in innovation, consumer needs, and support Georgian culture. We are very proud to participate in such a significant project, which, to my mind, is invaluable for Georgian culture. ‘The Knight in the Panther’s Skin’ has been chosen as an intellectual treasure of Georgian heritage, as it embodies the fundamental human values of friendship, love, equality, and kindness.
In 2020, ‘Natakhtari’ used the main aphorisms and put scenes on the packaging of the CAN. This Limited Edition received great positive feedback from the public, which led us to the decision to continue the project with a new focus: the characters who embody these values.
This year, we further improved the project. We have added an innovative element to the packaging and by scanning the QR on CAN, it becomes possible to see each Hero from a different perspective with the help of Augmented Reality.
[AR] Augmented reality is new for us. Various global brands are also experimenting with it and actively using this method in different campaigns. With this project, we aim to present the old in the most relevant way and showcase it to society. Scan the QR on CAN, share your experience on social media, and become a part of this innovative project’ says Ana Karchava, Marketing Manager of ‘Natakhtari.’
We would like to remind you, the brand ‘Natakhtari’ marketing team began collaborating with David Matchavariani in 2019. Through the team’s dedication and David Matchavariani’s significant involvement, the first project launched in 2020, which resulted in a Limited Edition from the brand featuring four key scenes from the Poem. The values of equality, friendship, love, and kindness were expressed visually by adding aphorisms to four distinct packages.
True values [AR] unchangeable!
