We worked with Borjomi from 2012 — almost ten years. In the agency business that isn't a term, it's a marriage.
Over that time the brand changed managers, strategies and markets — the agency stayed the same. They say the best quality metric is retention. Our retention with Borjomi is a decade.
Borjomi is born deep in the volcanic layers of Georgia and travels kilometres of rock to reach the surface. Water like that doesn't need marketing — it needs a voice.
We ran the brand's social media across several markets: Facebook, Instagram and even Twitter — yes, Borjomi had a Twitter account, and we looked after that too. Borjomi's audience are people who know how to live and enjoy it. To catch a leader's attention you have to think like a leader: every content plan started from that rule.
In those years something happened that hadn't in 130: Borjomi was poured not into a glass bottle but into a 0.33 aluminium can for the first time.
We launched it with the message “You can do more with the power of a volcano”. The limited run went to the Alfa Future People festival and sold like hot khachapuri.
A particular point of pride: the summer packaging designed by our agency. Not an adaptation of global artwork, but our own design on the shelf of a brand with 130 years of history. Not many are trusted with that.
The brand became a partner of Atlas Weekend 2021 — we created the key visual and the line for Flavored Water: “The vibe of the wild” poured out of the speakers and carried the festival.
For Leopolis Jazz Fest, where Borjomi has been the main partner for years, we built a key visual in the codes of wild nature and music: a hymn to the freedom nature gives and the music it awakens.
And our digital didn't stop at the feed. The New Year AR project “A mask in every can”: scan the QR on the can and a Borjomi mask lands on your face, while a reindeer in shot brays its approval.
This was 2020; AR masks triggered by a QR code on the pack weren't “another filter”, they were magic — people wrote in chats asking how we'd done it. Alongside: the “Borjomi Puzzle”, mood videos for the Flavored range and a body of work for the whole IDS brand family.
Ten years with one brand taught us the main thing: a long relationship in this business isn't about not becoming boring.
