budu’s “heart”, psp’s spf lifeguards & zoomer’s summer mode
july in focus
SPF can protect you from sunburn, but no one’s safe from the heat of summer marketing campaigns—and that’s a good thing.
We’ve been closely watching how Georgian brands have been riding the summer wave with smart seasonal campaigns tailored to their product category and brand tone. Now, let’s wrap up July with a spotlight on the ones that stood out the most in minds&marketing’s monthly focus.
budu’s “heart” & the plus birthday
While not strictly a summer-themed campaign, Bank of Georgia’s PLUS loyalty program celebrated its birthday on July 5—a date that matters if, like many of us, you've been collecting PLUS points year after year.
To mark the day, customers received double points and 50% off at partner stores. But the real twist? The face of this year’s campaign was none other than national football hero Budu Zivzivadze. His signature “heart” goal celebration was cleverly tilted into a PLUS sign—turning a spontaneous, emotional gesture into a symbol of brand affiliation. The campaign slogan? Turns out Budu’s been getting us ready for PLUS Day all along.
Even more interesting, the campaign might have semi-officially branded Budu’s gesture as the PLUS sign. Will this partnership continue? Will Budu remain the face (and heart) of the program? We’ll be watching.
PLUS backed the campaign with a strong influencer push: creators teased their “what I’m buying with PLUS points” plans before the big day, creating anticipation. The campaign closed with unboxing-style content across social platforms, keeping PLUS at the center of conversation for days.
psp’s spf campaign
PSP Pharmacy took its SPF message to the beaches of Adjara this summer with a campaign that says: no sunscreen, no beach time.
It all started with three authentic, low-fi videos featuring local beach staff—umbrella renters and sunbed guys—urging people (in their coastal dialect!) to “skip the umbrella and wear sunscreen instead.” Social media lit up with praise for the honesty and relatability of the approach.
Next came longtime PSP collaborator Ioane, who hit the beach with giveaways and sun safety awareness messages. One highlight? A humorous video where he literally sprayed sunscreen on unsuspecting vacationers using a pressure pump.
From raw, unfiltered content to influencer-driven activations, PSP is tapping into a wider trend: natural, unscripted campaigns may be replacing the glossy aesthetic ads of the past. Something we’ll definitely be keeping an eye on.
zoomer’s “out of service” campaign
Summer = vacation. That’s the message Zoomer delivered with its bold campaign: “გადი მომსახურების ზონიდან” – or, “Go out of service mode.”
It launched with a teaser video revealing only influencers’ names—a clever move that instantly sparked intrigue. What followed? Ten influencers, ten gadgets, ten different travel styles, all united under one message:
“If you’re resting, actually rest.” “Be unreachable.” “Far from thoughts.”
Zoomer promoted tech tools that make travel easier, tying the message to specific products. With its clean slogan, well-matched creators, and effective digital strategy, this is a summer campaign that hits all the right notes—product, purpose, and personality.
roaming & homing – cellfie’s dual approach
Cellfie took summer internet packages to the next level with a clever twist:
Roaming for outside Georgia, “Homing” for spotty Wi-Fi inside your home.
The concept is strong: everyone’s Wi-Fi fails sometimes, and switching to mobile data becomes the only solution. Cellfie jumps in here with special internet deals at the right moment—and the right price.
This campaign is also an extension of their broader “#ვილაპარაკოთ” (Let’s Talk) platform, which started earlier this year. In July, we saw sub-campaigns like “Let’s talk about real summer” and “Let’s talk about roaming”, signaling that this branded conversation will keep growing through the rest of 2025.
final thoughts: what july taught us
All four campaigns prove that brands can speak to the same seasonal moment—summer—in completely unique voices:
- Cellfie brings roaming and homing into the conversation, simply and smartly.
- PSP hits the beach with SPF lifeguards and real talk in regional dialects.
- Zoomer tells us to log off—while selling tech to take with us.
- And PLUS, well, they turned Budu’s heart into brand currency.
Also worth noting: influencer marketing is no longer an add-on. It’s become the main vehicle for many major campaigns, often taking the lead rather than playing a supporting role.
Whether humorous, practical, emotional, or real—this summer’s campaigns show that authenticity and relatability are in high demand. Now we wait to see what August brings.
What caught your attention this July?
The photographic materials used in the visuals belong to respective brands and constitute their intellectual property.