LIMONATI BY BORJOMI - Genuine Georgian Lemonade, Only By Borjomi
“Borjomi” enters a new category of drinks
IDS Borjomi Georgia expands its portfolio and enters the category of sweet carbonated drinks with a range of premium lemonades. LIMONATI BY BORJOMI – is a new innovative product that the Georgian mineral water brand will offer to consumers in the near future. “Lemonade by Borjomi” is made on the basis of mineral water “Borjomi” and Georgian natural fruit juices.
The new Georgian lemonade is bottled in cans, on the design of the packaging worked the Italian branding agency “Pagina”. Four flavors of lemonade - pear, Adjarian mandarin, tarragon and citrus - are presented in cans of corresponding colors. The Borjomi Gorge, Borjomi mineral water and the brand's symbol - deer are combined in the design, along with the ornament, typical for Georgian architecture, in an oval shape. The Georgian-sounding name - LIMONATI by Borjomi, which is written in the international language to popularize the word, was chosen specially.
Ivane Matchavariani, CEO of IDS Borjomi Georgia
“Implementation of innovative projects and portfolio expansion is one of the important directions of our company's long-term strategy. We try to be innovators, on the one hand by introducing innovations, and on the other hand by attracting a completely different, new for us category of consumers. Entering the category of sweet carbonated drinks is not an easy task, as the environment here is quite competitive. However, we believe that “Georgian Lemonade by Borjomi” is distinguished by its ingredients and taste, which determines its success, and we will honorably continue the 100-year tradition of making lemonade in Georgia.”
“Limonati by Borjomi“ is produced at Borjomi bottling plant N2 and along with distribution in Georgia will be exported to European and Central Asian countries. Negotiations with major retail outlets are currently underway. The brand plans a communication campaign and delivery of the new product to the network from the beginning of 2024. As well it will be soon available on the company's online trading platform www.mywatershop.ge.
Creative sea, so Ad Black Sea
By the shores of the Pontus Sea in the southeastern region, the Greeks stumbled upon an exceptional oil reservoir. Thanks to its depth, this locale proved highly accommodating for seafaring vessels, which earned it the moniker "Bathus" in the annals of world nomenclature.
This propitious location owed much to the rich tapestry of culture that enveloped the historical body of Batumi. Colchian, Greek, Roman, Byzantine, Ottoman, British...a veritable patchwork of influences.
The city's significance surged in the 19th century, when Caspian Sea oil made its inaugural journey to European shores. During this era, oil was a novelty that enthralled both common laborers and magnates alike. Batumi assumed the role of a gateway linking the Caucasus to the Western world.
As the years rolled on, ships yielded to self-propelled vessels, telegraph succumbed to the telephone and the Internet, and the globe seemingly contracted in size. However, Batumi retained its pivotal function. The era of Soviet isolation cast its shadow, yet today, Batumi is in the process of reclaiming its age-old character.
As the fervor of summer wanes, the city seems to settle into a reprieve, akin to a weary host after a bustling gathering. The sea takes on a velvety texture, and the sun adopts a gentle, airy disposition.
In this season, Batumi springs to life with a medley of festivals, for nothing adorns quaint, petite coastal towns quite like these splendid celebrations. Among them, Adblacksea stands tall, the region's preeminent advertising industry event. The creative scene has burgeoned to such an extent that a festival became an inevitable outcome.
As if this festival etched Georgia firmly onto the global creative map and boldly proclaimed, "My mission is to bridge the creative realms of this region with that of Europe." I shall assume the role of your host, for hospitality is my forte and, above all, what brings me immense joy.
"Live water, Georgian Legend" mineral water "Borjomi" is starting a new, large-scale campaign
Georgian mineral water "Borjomi" is launching a new communication campaign in which the brand will share the legend of Borjomi's discovery, Georgian culture, and the unique healing properties of the water with the world.
The campaign will take the audience on a journey through Georgia, across time, and into a magical world. The central message of the campaign is "Life-giving water, our legend."
The new communication campaign portrays three eras: the mythical era, which tells the legend of Borjomi's discovery; the 1890s when Borjomi production began, and the modern era. All three periods highlight the life-giving power of Borjomi and the long history of Georgia's first mineral water, which is now an integral part of the national heritage.
The video clip tells the story of a hunter who discovered the rejuvenating waters of Borjomi, witnessed how the water healed a wounded deer, and passed down this story through generations.
Georgian actress Tina Dalakishvili shares this legend with world-renowned actor Vincent Peres. The Swiss-born French actor has joined the brand's new communication campaign to introduce Borjomi to the world as a symbol of our country and a source of pride.
Vincent Perez, actor:
"I have dreamt of coming to Georgia for a long time. Georgians have a strong authenticity; they are warm, welcoming, and generous. I am delighted to have discovered this country with its people, art, and stunning landscapes. Coming to Georgia for the "Borjomi" mineral water's new advertising campaign, in which I am a participant, was a unique opportunity. It's the first time I've been involved in shooting a commercial, and it has been a fascinating experience for me. It provided a wonderful opportunity to connect with the Georgian people and Georgia itself. It's impressive to see how a natural gift like mineral water can become an integral part of a country's history. I hope viewers enjoy this commercial as much as I enjoyed being part of it."
Vakhtang Antadze, Global Brand Director of Borjomi:
"Georgia, Europe, and Central Asia remain the main strategic markets for Borjomi. Therefore, the brand needed a new communication campaign to strengthen its position and expand into new markets."
Georgians take great pride in sharing elements of their culture that express their Georgian identity. Borjomi, as both life-giving water and a legendary symbol, often plays a crucial role in presenting our country to the world. Therefore, I believe that collaborating with Vincent Peres and other renowned figures is important not only for Borjomi but for all of Georgia. In this way, we are introducing Georgian culture to the world."
Davit Iashvili, Borjomi Global Communications and Content Manager:
"We wanted to convey that throughout its history, Borjomi has provided us with life-giving energy. It's a product that every Georgian is proud of and eagerly shares its history, unique flavor, and revitalizing qualities. That's why, in our new campaign, we present Borjomi as an integral part of Georgian identity and culture. The Georgian creative agency "Livingstone" worked on the commercial and communication campaign."
Levan Lefsveridze, Co-founder and Creative Director of "Livingstone" Advertising Agency:
"Borjomi is a highly symbolic brand for us, as years ago, "Livingstone" won its first award with a Borjomi brief. Furthermore, it is the only Georgian brand that has held the status of the country's business card for centuries. Therefore, in our campaign, we aimed to portray Borjomi as a source of national pride in the most authentic Georgian manner."
In the video, set against the backdrop of a modernized version of our renowned polyphony, "Tsintskaro," dancers from the Georgian National Ballet "Sukhishvili," a national choreographic treasure, perform several dances specially created for the Borjomi commercial, drawing inspiration from "Samaia," hunters, and other traditional dances.
This version of the music was specifically composed for the campaign by the "Postred" studio. Filming took place in various locations in Georgia, including Svaneti, Kazbegi, Kakheti, Mtskheta, Tbilisi, and the Borjomi Gorge. To better convey the historical significance of Georgian mineral water and our country's heritage, the advertisement was broadcast not only in Georgia but also in European and Central Asian countries.
A website, borjomi.com, was created specifically for the new communication campaign, allowing people to explore different eras of Borjomi's history and share the rejuvenating power of this unique water.
Global Brand Director: Vakhtang Antadze
Global Communications and Content Manager: Dati Iashvili
Global Digital Marketing Manager: Nikki Abaishvili
Creative Chairman: Levan Lepsveridze
Chief Creative Officer: Anze Jereb
Executive Creative Director: Levan Lepsveridze
Creative Director: Emily Koridze
Art Director: Bruce Lee
Sr. Copywriter: Keti Kipshidze
Copywriter: Qetka Magradze
Account Director: Zizi Nasrashvili, Ekaterine Ebanoidze
Sr. Account Manager: Salome Martiashvili
Account Manager: Mariam Simonishvili
Design Team Head: Matassi Sulakauri
Design Team: Aniki Gelashvili, Giorgi Jinoridze, Eka Vekua, Mari Onavari, Nikita Mchedlishvili
Administrative Team: Erekle Zurmukhtashvili, Natia Demetradze, Pikria Javashvili
Executive Producer: Meli Bagdavadze
Director: Dima Chkheidze
Dop: Sandro Darakhvelidze
Steadicam Operator: Merab Kiknadze
Production Coordinator: Tamta Navrozashvili
Line Producer: Nino Chkhikvishvili
1st AD on Set: Ninutsa Sinjikashvili
1st AD Prepro: Maia Imedashvili
Production Design: Polina Rudchik, Sandro Nadareishvili
Props Master: Zaza Vashakmadze
Set Design Assistant: Zaza Gogorishvili, Nika Badashvili
Decorations by Jimsher Berdzenishvili and KinoFactory
Gaffer: Giorgi Gogatishvili
Light Department: Vazha Aprasidze, Giorgi Gogbaidze, Akaki Kurdadze, Robert Araqeliani, Giorgi Chubinidze, Ghvtiso Melashvili, Shalva Leluashvili, Archil Samkharadze, Bidzina Chkheidze, Bidzina Chinchaladze, Datuna Arabidze
Camera Crew: Bacho Budu Iakobidze, Khatia Khalvashi
1st AC: Irakli Duru Zhgenti
Dolly: Ghvtiso Melashvili, Bacho Jakhua
Costume Designer: Ika Bobokhdze
Wardrobe Assistant: Mariam Sabanadze, Elene Zvanbaia, Nino Zvanbaia, Nini Natelashvili, Ana Pailodze
MUA & Hair: Madonna Chanturia, Teo Glonti, Eka Lomtadze, Nino Dashniani
Casting Manager: Nutsa Abashidze
Casting Assistant: Elene Kekelidze
Stunt Department: K2 Club
Stunt Coordinator: Giorgi Komakhidze
Location Manager: Inna Margvelashvili
Location Manager on set: Nino Jvania
Set Manager: Giorgi Peradze
Production Assistant: Ana Gazdeliani
Runners: Giorgi Tsikhishvili, Giorgi Barbaqadze
Special Effects: Ioseb Gvasalia, Dato Gvasalia, Alexandre Gvasalia, Sandro Gvasalia, Rostom Giorgadze, Stanislav Pestov
DIT Operator: Boris Ostaev
Drivers: Kakha Gugushvili, Goga Rodonovi, Lasha Kiladze, Giorgi Aslamazishvili
Cleaning Lady: Marine Lomidze
Catering: Belgian Waffle
Rental: Jaga Grip
Storyboard Artist: Irakli Toidze, Qetka Magradze
Photographer: George Kolbaia
Assisting Photographer: Elene Gomelauri
BTS Operators: Giorgi Chekurishvili, Dato Chekurishvili
Choreographer: Muro Gagoshidze
Ensemble: Georgian National Ballet Sukhishvili
Celebrity Shooting Team:
DP: Vigen Vartanov
Gaffer: Giorgi Gogatishvili
Camera Crew: Nika Ghoghoberidze, Tsotne Chkheidze
Focus Puller: Erekle Tskhelishvili
MUA & Hair: Ekaterine Chanchibadze
Producer, Vincent Perez Representative: Nikoloz Khomasuridze
Celebrity coordinator: Nini Saralidze
Visual Effects: Highway VFX
VFX Supervisor: Luka Jgarkava
VFX Producer: Levan Lapachi
VFX Lake Scene: Garnamatac
Music by Zviad Mgebry (POSTRED)
Color Correction: Pavel Marko (UPP Prague)
Sound Design: Paata Godziashvili
Sound Production & Post-Production Service: Studio Phonograph
Sound Recording: Salome Akhaladze, Paata Godziashvili
Voice Casting: Artur Stepanyan
Voiceover Artist: Varlam Korshia
Special Thanks to Beqa Adamashvili, Lili Ninidze, Michelle Lepsveridze, Borjomi Rangers and to all Cast & Crew members!
BORJOMI X DAVID KOMA Borjomi in collaboration with David Koma presents a new, limited edition exclusively for Georgia
Live Water, Live Legend!
On New Year's Eve, Georgian mineral water Borjomi offers the consumers a new, limited-edition packaging of Borjomi can. The new design was created in collaboration with the world-renowned Georgian designer David Koma, exclusively for Georgia.
For the creation of the Borjomi limited-edition packaging David Koma was inspired by the jewelry of King Tamar, the greatest ruler of Georgia.
In this collaboration, the two brands - BORJOMI X DAVID KOMA - wanted to create a visual image reflecting our historical heritage. The packaging of the can of Borjomi uses the traditional Georgian green color of Borjomi, the deer symbol of Borjomi and the sparkling elements characteristic of David Koma.
Vakhtang Antadze, Global Brand Director Borjomi
“Borjomi is a live legend! We are proud of our history of collaboration with many legends, which we continue with David Koma. Borjomi is a visiting card of our country all over the world. David Koma is also introducing Georgia to the world through his work. Borjomi and David Koma are united by their Georgian origins, so we decided to collaborate with him, and within this collaboration David Koma created a design just for Georgia, once again emphasizing the Georgian identity of the brand.”
Irina Keidia, Marketing Director, IDS Borjomi Georgia
”BORJOMI X DAVID KOMA collaboration is symbolic, and I think even more importantly is that - it is a collaboration with a designer who was also born in Georgia and then became known worldwide. David Koma created a limited-edition packaging for Borjomi cans exclusively for Georgia, which are already available on the shelves. Classical elements of Georgian iconography along with the main symbol of Borjomi – a deer were used in the design of the can. Borjomi is an integral part of the holiday and we have made it also a kind of tradition to offer the public a limited-edition packaging on the New Year Eve."
Internationally acclaimed Georgian designer - David Koma, also known as Davit Komakhidze, was born in Tbilisi, Georgia, he currently lives in London. His work has been internationally recognised by the fashion industry for many years. His clearly defined style, sculptural forms inspired by the female silhouette and sophisticated, elegant clothing are the foundations of David Koma's unwavering creativity. After graduating from prestigious fashion university of London - Central Saint Martins, he founded his own brand and has been a member of London Fashion Week ever since. Despite the numerous international recognitions, David Koma keeps close ties with Georgia.
David Koma, Designer
“Borjomi and Georgia are already inseparable. Georgians, no matter where we are and no matter what we create, we always believe that our creation, along with modern challenges, should respond to our identity - where we come from. Although I live abroad, I am a proud Georgian. I consider this cooperation as a special opportunity to return back to my roots. It's also a challenge to contribute designing of a historical product that I have loved for many years.
History of Georgia, folklore and culture have always been a source of my inspiration. This time, the inspiration is the royal jewelry of King Tamar. I often feature crystallized elements in my work, so I thought it would be a natural direction in this case.
I have also heard a legend about a deer who discovered the unique Borjomi water. Therefore, I kept this story in the packaging. Along with the integral symbol of the brand, I used the Georgian green color in the design, which is so abundant in Georgia - even the green forests that reflect the water."
New can of Borjomi 0,33L in volume was produced at Borjomi bottling plant N1. The limited-edition packaging is already available in Georgia.
Borjomi Revives a Legend! Live Water, Live Legend
The mineral water Borjomi with its 130-year history starts a new campaign, which focuses on the story of the discovery of juvenile, or pristine water. The video clip tells the legend of Borjomi, according to which a deer wounded by hunters was healed by Borjomi unique water.Live water, live legend – that’s the main message of the new communication, as it’s the water that revives the body, mind and soul.
Irina Keidia, brand manager of Borjomi:“The legendary Georgian mineral water Borjomi has quite ambitious global plans, we are developing on export markets in many countries around the world, so in the new communication we decided to focus on the Georgian origin of Borjomi and its unique features. This is why we used the story of the discovery of the juvenile water. It is important to mention that the presentation of the new video clip will firstly take place in Georgia and afterwards it will spread to other countries of the world.”
The video clip was shot by the European creative agency Virtue in Georgia, in particular in the Borjomi Gorge, Martvili Canyon, the fairytale Prometheus Cave and Tbilisi. The main character of the video is the model Lika Rigvava and the designer is Ika Bobokhidze. The brand takes us to the fabulous places of Georgia against the background of music created especially for Borjomi by composer Nikoloz Rachveli and the National Symphony Orchestra.
Nikoloz Rachveli, composer:“I have many interesting memories with Borjomi, which made the process of the work particularly emotional for me. The main task was to show our national identity in a few seconds. I want people living in any country of the world to have an idea of not only Borjomi but the whole country of Georgia as the birthplace of Borjomi after watching this clip. I used a few seconds of Lela Tataraidze’s song “Samshoblo” (“Homeland”) in the first episode of the music piece and I created the second part especially for Borjomi. The symphonic part of the music was recorded by the Georgian National Symphony Orchestra. The electronic part was developed by Giorgi Shamanauri.”
Artistic elements and Georgian symbols were used in the video clip. A special symbol-ornament was created based on the shape of the Bolnisi cross, which is also depicted on the Georgian flag. The symbol-ornament combines the Borjomi spring, the Georgian identity and the deer as a symbol of Borjomi. In order to further emphasize the Georgian identity of the brand on international markets, the communication printed content in “Borjomi” combines the Georgian Mkhedruli font with fonts from different countries.
The new Borjomi commercial will be broadcast on Georgian television and later will be expanded to Europe, Central Asia and the United States.
Many years of research have proven that Borjomi is the water of juvenile origin, which contains over 60 useful minerals. The unique composition and beneficial properties of the water are the basis of the new 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!