Challenge
Launch electrolyte water in Russia and make its role immediately understandable.
Gorji ION — launching a new category
Explaining electrolyte water and differentiating it from water, energy drinks and sports beverages.
My role
I developed the category logic, functional and emotional value, brand role, message hierarchy and long-term communications roadmap.
Strategic solution
The role was not to “give energy”, but to help people recover. An active life depletes resources; Gorji replenishes them so you can keep moving. The strategy: “Recover. Keep going.”
Outcome
The brand’s subsequent public campaign used this proposition as its central message.
What I delivered
- 01Category research
- 02Competitive analysis
- 03Consumer tensions
- 04Functional and emotional proposition
- 05Brand platform
- 06Message architecture and roadmap
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