Liquid Myth Borjomi
Borjomi is a brand of naturally carbonated mineral water from springs in the Borjomi Gorge canyon of central Georgia. The mineral springs of the Borjomi valley were known to locals for over a thousand years. They reached greater recognition in the early 1800s. Today, the Borjomi brand is an integral part of our culture and modern history.
Georgian people have a strong bond with the Borjomi brand. We wanted to give it the recognition it deserves to solidify its position as a national heritage brand on a global scale. In this new large-scale campaign, we wanted to depict three eras – the mythical one, which tells us the legend of the discovery of “Borjomi”; The 1890s, when “Borjomi” production began, and the modern era. All three periods tell us about the life-giver power of “Borjomi” and the long history of the first Georgian mineral water.
Solution & Execution
Borjomi artesian spring water often plays a decisive role in representing our country to the world. It is objectively the only Georgia brand that is well-recognized on a global scale. With this ad, we wanted to recapture Georgian heritage for the Borjomi brand, turning Borjomi into the purest form of a love mark symbolizing our country.
In this campaign, we introduce the legend of the discovery of Borjomi, taking the audience on a journey around Georgia throughout different eras of Borjomi. To better showcase the historical significance of mineral water across Georgia, we decided to film in Svaneti, Kazbegi, Kakheti, Mtskheta, and Tbilisi, in addition to Borjomi Gorge.
We wanted to show that “Borjomi” has given us unique life-giving properties throughout history. Every single Georgian is proud of this product. That is why, in the new campaign, we presented “Borjomi” as an integral part of Georgian identity.
The Borjomi brand is iconic. That’s why, in the campaign, we tried to show “Borjomi” as national pride in the most authentic Georgian way.
We should also mention that the modernized version of the outstanding polyphony “Tsintskaro” we hear in the ad was made for this campaign. Also, the dancers performing Georgian national dances are from the Georgian National Ballet Sukhishvili.
Results
In addition to Georgia, we broadcasted the ad in European and Central Asian countries. A website — borjomi.com — was created especially for the new communication campaign. The campaign strengthened Borjomi’s position on a global scale and gave it the opportunity to enter new markets.
The Georgian version of the ad got 1.6 million views on social media, 12K Reactions, and 1.5K Shares. This September, we are planning to air it on Television and social media in multiple other countries.
