“Velingrad” mineral water is the latest acquisition of Tymbark Bulgaria. It’s a small brand with awareness close to zero but at the beginning of its path to grow in a well developed and crowded market. Apropos, many of the players are also sourced from the Rhodope mountains.
Our first task, since picking up the account, was to develop an integrated launch campaign and advertising collateral, as well as to set up and run the social and digital assets of the brand.
“From the Very Soul of the Rhodope Mountains” platform is inspired by the fact that “Velingrad” mineral water is sourced from 1200 m in depth, thus making it probably the deepest sourced water in Bulgaria. Furthermore, “depth of source” is generally associated with the main purchasing trigger in the category – exceptional purity.
To keep the brand as pure and untouched as possible, there is nothing related to humans in our work – no happy families, no active youngsters, no charming babies, not even pouring, drinking or product appreciation shots. It’s just pure water from the very soul of the most magical mountains in Bulgaria – the Rhodopes.
The work includes TV, online, print & OOH, social and media partnerships.
Credits: