MTIS – Water by Coca-Cola

The Challenge:
Coca-Cola was preparing to launch a new bottled water brand in the Georgian market, with the goal of creating a distinct identity rooted in local production and the natural purity of Georgian mountains. The challenge was to develop the brand from the ground up—covering everything from the name and visual identity to the communication strategy and messaging.

My Role:
As part of the McCann Tbilisi creative team, I contributed to the development of MTIS’s brand identity through:

• Collaborating on the brand naming process, which led to the selection of “MTIS” (მთის)—meaning “of the mountain” in Georgian, reflecting the purity and strength associated with mountain water.

• Contributing to the creation of the brand slogan: “Fill yourself with the power of Georgian mountains” ("შეივსე ქართული მთის ძალით"), emphasizing the refreshing, revitalizing essence of the product.

• Writing the script for MTIS’s first video commercial, which followed the journey of a single drop of water born in the breathtaking Georgian mountains, gaining strength and bringing vitality to everyday life.

• Developing content lines for social media as part of the brand’s launch campaign. This content focused on highlighting the unique aspects of Georgian mountains, including captivating local legends, stories, and the rich biodiversity—such as endemic flora and fauna—that makes the region special. This approach helped to deepen the emotional connection between the brand and its audience, reinforcing MTIS’s authentic, nature-inspired identity.

The Impact:
MTIS successfully launched with a strong, nature-inspired identity that resonated with Georgian consumers. The campaign highlighted not just a product, but an experience—bringing the invigorating spirit of the mountains into everyday life.