Lemonade Natakhtari, which has been the leader in the lemonade category in Georgia for two decades, is celebrating its 20th anniversary with a refreshed look. The new packaging of everyone’s favorite brand is now available on the Georgian market, offering consumers a new design that stands out for its distinctive and modern look.
“The 20th anniversary is an important milestone for our brand, and to mark this occasion, we decided to upgrade our product packaging. Our consumers’ wishes are extremely important to us, so first, we conducted research on the existing packaging to understand what changes our consumers would like to see. Based on the preferences identified through the research, we developed a new design, which was created in collaboration with an international agency,” said Guranda Nemsadze, Marketing Manager of Non-Alcoholic Beverages of EFES Georgia.
The redesign process proved to be especially engaging and diverse for the team: “While working with foreign partners, it was essential to fully introduce them to the Georgian market and the brand’s culture. The main goal of the redesign was to modernize the packaging while ensuring the brand design remains within the lemonade category.”
The main message of Lemonade Natakhtari’s communication campaign is ‘Embrace Georgian,’ which emphasizes the sense of Georgian identity and the brand’s unique character.
“What’s Georgian is ours. And what we know is ours – we are proud of it. Lemonade Natakhtari is exactly the kind of brand we should embrace. We believe that the new packaging of everyone’s favorite Natakhtari will now brighten both everyday life and special moments even more,” notes the Marketing Manager of Non-Alcoholic Beverages of EFES Georgia.
The campaign was built around this message, with the creative concept created by the agency Betterfly in collaboration with film director Giorgi Meshveliani, three video series were produced that visually and playfully convey the idea.
As a reminder, Lemonade Natakhtari is not only the leader in the local market, but is also successfully represented internationally – the product has been exported since 2006 and is currently sold in 23 countries around the world.
