01 December, 2021

Borjomi rejuvenates their iconic deer in New Year’s campaign

November, 2021

Let rejuvenation in
The 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 Deer
As 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 Design
The 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 Georgia
The 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.

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