Borjomi rejuvenates their iconic deer in New Year’s campaign
Let rejuvenation inThe holiday season is famous for the social events, the celebrations and the traditions that make it fun and exciting.
For this year's campaign, Borjomi – the liquid myth from the Georgian underground – chooses to embrace the unexpected wonders of the holidays with a message to Let Rejuvenation In.
The liquid myth from the Georgian mountains is famous for its life-giving qualities. And thus, is the perfect companion for the days that call for extra rejuvenation during the holiday period.
In this setting, “Let Rejuvenation In” invites everyone dealing with holiday preparations to rejuvenate and re-energize to embrace the chaos and enjoy the wonderful nature of the holiday season.
The campaign has been shot in Georgia and is a continuation of Borjomi’s continued efforts to create unexpected and iconic moments across marketing touchpoints. With nods to lifestyle, Georgian nature and the iconic deer, the campaign is an homage to Georgian nature, heritage as well as the new wave of creativity born out of Georgia.
Re-introducing the Borjomi DeerAs legend has it, the mythical spring of Borjomi was discovered by a young deer escaping a pursuing hunter. Fittingly, the key-figure for the campaign is the famous deer that’s been a part of Borjomi’s mythology for years.
To bring the icon into a new realm, the iconic deer has been redesigned and implemented across bottle design, film, and interactive assets. The goal of the campaign is to make the Borjomi Deer synonymous with rejuvenation during the holiday season.
Limited Edition DesignThe campaign also launches this year’s limited edition design. The brand packaging taps into the festive feel of the holidays and draws on the signature Georgian Green and Deep Blue color that defines the brand. The new Limited Design will be available in all stores on December 1st.
All-stars from GeorgiaThe campaign is spearheaded by acclaimed top-model Lika Rigvava, but also features a cohort of additional famous faces from Georgia such as fashion icon Mariam Sanogo and TV personalities Salome Gviniashvili and Bakhva Bregvadze. The film is soundtracked by one of Georgia’s most coveted :)music producers Alexandre Kordzaia aka. Kordz who’s hit “Untitled Fantasy” has been remixed and remastered for the campaign.
Borjomi: turning to a new style
IDS Borjomi International continues to implement innovations:
the brand’s unparalleled, daring character is now manifesting itself in the renovated appearance of Borjomi mineral water. The bottle we are so familiar with has received a new design and changed the shape of labels and the appearance of its cap. Moreover, even the legendary logo became more modern and expressive.
“Year after year, generation after generation, Borjomi water continues to enjoy demand, in particular, thanks to unceasing innovations, technological novelties in production process and design transformations. We keep a close eye on all current visual trends: modern colors, forms, trends in graphic design and packaging formats,” Oksana Pankina, IDS Borjomi International Marketing Manager says. “Today, we invite you to take a look at your favorite water brand at a new angle – literally: the label on the bottle has turned by 90 degrees, and the font and illustration style have changed.”
So, Borjomi in a new style is:• Green cap with raised letters, emphasizing the water brand’s individuality• Silver color, reflecting lightness and premium class• Vertical inscription of the brand’s name on the upper label and renovated fonts, making the familiar packaging more stylish and modern• Innovative style of illustration• QR code on the lower label for fast access to product information
Borjomi in a new style is already available on store shelves. And of course, with changed appearance of the bottle the unique composition and unparalleled taste of your favorite water remains the same.
Borjomi inspires everyone to plunge into festive atmosphere
Borjomi announces the start of festivities under the slogan “A holiday for #borjoming”.
As part of the company’s New Year campaign, the brand has released a “festive” series of packaging, prepared inspiring video clips and colorful visual stories, and brought together all aspects of festive season under a new word: #borjoming.
With the New Year just around the corner, you want to forget about all goings and doings like never before and let yourself have fun and totally immerse into festive atmosphere. It’s that fabulous time when you can finally dare to do new, perhaps even crazy things! Borjomi officially confirms: time has come to laugh out loud, play snowball fight and light up fireworks.
‘We tried to create an atmosphere of festivity for our customers, the time has come for #borjoming!’ Oksana Pankina, IDS Borjomi International Marketing Manager says. ‘Bright colors of the new packaging, positive video stories, and Borjomi itself, which has long become an unalienable feature of any holiday, will tune everyone to a lasting fun to get whirled into the carousel of New Year’s miracles’.
To help customers plunge into the atmosphere of holiday season, the company has developed a special product line of Borjomi water in colorful packaging. Harmonious combination of bright colors and fireworks, a modernly stylized figure of a noble deer and the brand’s signature Georgian Green color attract attention to the “festive” line of this product and remind us that the magic time is coming.
A series of funny videos and visual stories illustrate what #borjoming means: sincerely and openly rejoicing, having fun in a bright and unusual style, doing daring things you always dreamed about, and enjoying festive atmosphere to the fullest!
Borjomi launches first ever series of holiday-themed packaging
It is the time leading up to Christmas and the New Year and everyone is in a holiday mood. Just the sight of an iconic image steeped in associations of the season is enough to put is in the right frame of mind. Even a bottle of water “dressed up” for the holidays can lighten the atmosphere.
And so, in keeping with the spirit of the season, IDS Borjomi International has decided on the cusp of this most cherished time of year to present its first-ever series of Borjomi mineral waters in festive holiday packaging.
Oksana Pankina, marketing manager at IDS Borjomi International says: "While creating this series, we were inspired by the honored Georgian technique of jewelry making called minankari, in which every detail of an illustration is executed with love and devotion to craft. Our new packaging is designed to evoke that singular feeling of the winter holidays. Coupled with the volcano-sourced energy inside every bottle and can of Borjomi, this new line promises to be a source of strength and inspiration to delight everyone.”
The combination of vivid tones, holiday themes, and the immediately identifiable Borjomi style – a red deer on Georgian Green – will attract consumer attention and set the stage for the wonderful New Year festivities to come.
And to help keep that holiday spirit going, Borjomi has prepared a special gift: a 2018 Borjomi holiday calendar.
New Year comes only once every 365 days, but truly every day is a holiday, and we should live our lives to the full, enjoying time with friends and family each day of the year.
Follow our link at www.calendar.BORJOMI.com for a holiday mood to last the whole year – you’ll find the link on our holiday packaging.
The calendar is also available as a mobile app at Google Play and the App Store.
*Supplies are limited.