Yaroslav Prokofiev
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Independent consultant2025

Essentuki — premiumising a powerful heritage

Increasing perceived value without weakening the equity of origin, history and therapeutic mineral water.

Challenge

Identify credible foundations for premiumising Essentuki while preserving the trust rooted in its origin, history and therapeutic properties.

My role

I independently led the strategic work: category and brand analysis, barriers, growth territories, a reframed brand role and recommendations for communications, consumption rituals and packaging.

Strategic solution

Instead of abandoning expertise, reposition it from “treatment and health control” towards a broader space of mindful self-care, wellbeing and managing one’s state.

What I delivered

  1. 01Category research
  2. 02Brand equity audit
  3. 03Competitive analysis
  4. 04Consumer tensions
  5. 05Repositioning territory
  6. 06Premiumisation strategy
Essentuki — asset 1
Essentuki — asset 2
Essentuki — asset 3
Essentuki — asset 4
Essentuki — asset 5

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