IDS Borjomi International
Agency: BBDO CA
CEO - Danil Maslov
CD - Roman Breiman
CSD - Iuliia Iugai
Account manager - Kseniya Zhanokova
Art Director - Svetlana Nikolayeva
Junior Art Director - Yelena Kossolapova
Senior copywriter - Dariya Orazbayeva
IDS Borjomi International:
Malika Zulyarova, Marketing Manager Central Asia
Iryna Lopot, Marketing Director of Trading Companies
Tetiana Rudenko, Packaging Project Group Manager
Aleksandr Erofeev, Head of Strategic Development and Innovation
Nataliia Revika, Brand Portfolio Management Director
Nataliia Matusevich, Business Development & Marketing Director
Borjomi always celebrates New Year with its limited editions pack. To mark this occasion in Central Asia, for the first time of the brand history, Borjomi decided to launch special design packs during Nauryz. It is spring celebration of turkic New Year that falls on March equinox.
Nauryz, being celebrated by diverse ethnicities, has unique features and customs in Kazakhstan, Uzbekistan and Azerbaijan. So we needed to find something universally common to reflect on Nauryz’s distinctive and uplifting mood.
We found out that origin of tulip flower takes place in this region and was used to mark beginning of spring. The flower also turned out to be common element in national ornaments. By finding common element of Nauryz in countries’ ornaments we created bold and harmonious design that translates celebration’s blossoming, awakening, warm mood. We successfully incorporated region’s character into brand assets and conveyed holiday serene spirit by visualizing blossoming tulips from Borjomi’s mineral water.