Escape the everyday to the mountains
The challenge
How do we help Truskavetska win back market leadership?
Truskavetska is a natural mineral table water from the Carpathians, drawn from wells in the protected landscape around Truskavets, a spa resort founded back in 1827. Unlike the medicinal mineral water people drink straight from the pump room in town, the bottled table water has only a mild preventive effect. It was hugely popular at its peak, but competitors pushed it out. The company came to us while relaunching the brand: it needed a campaign that would win back attention after years without any major communication. The mineral water market is fiercely competitive and has its quirks. First, plenty of producers lean on “Carpathian origin”, each with its own key message, so it was crucial not to wander onto a competitor's turf. Second, some consumers associate Truskavetska with the unpleasant taste of resort mineral waters. So the campaign had to build the image of a modern, great-tasting water that charges you up for adventure.
The result
The energy of the Carpathians in a Truskavetska bottle
As soon as we heard the brief, we ran a strategy session with the client to get to the brand's insights. Together we landed on this: it's a water born in the Carpathians. And what do the Carpathians mean to people? Rest, relaxation, recovery. Brainstorming further, we realized Ukrainians are living through hard times, when you want to escape somewhere — at least in your head. So we made a story about each of us, about Carpathian nature and the energy of the water. As a result, people started linking Truskavetska's campaign with the Carpathians, and their emotional connection with the brand grew stronger.
Credits
- Director
- Yulian Ulybin
- DP
- Andrii Tartyshnikov
- Creative
- Marianna Hlotova, Vasyl Vovchuk
- Producer
- Vitaliy Sobolevskiy, Yulia Kuzmyn
- Production designer
- Anya Dovbush
- 1st AD
- Vitaliy Sobolevskiy
- Gaffer
- Maksym Maksymchuk
- Editor
- Yura Kravchuk
- Motion graphics
- Artur Smoliuk
- Playback
- Max Levchenko
