Tatranská Minerálka underwent a full visual and communication refresh in our hands.
From the website, video, and social media to offline materials – we designed, photographed, and produced everything under one roof, in a unified visual style and under the supervision of our in-house team.
Numbers That Speak:
2x
higher sales after the campaign launch
3000
new followers on Instagram
463 000+
views across communication channels during April
230 000
views on the best-performing FB post
21 000
YouTube video views
12–23%
engagement rate for the best-performing posts
11.14%
YouTube view rate above the industry average
100%
in-house production, design, and media management
Beginnings of Collaboration and Brief
Tatranská Minerálka had a rich history, yet lagged behind in the digital space. Our task was to elevate not only the brand’s overall online presence but also its content marketing and social media communication. We prepared the brand for the launch of a large-scale campaign that included a new website, a refreshed visual identity, and a clearly defined communication strategy—spanning from social media to offline materials.
The goal was clear: to highlight the potential of a traditional Slovak brand with a spring dating back to 1707, and to push it forward to remain competitive in today’s digital environment.
Pre-Campaign (November – February)
During the pre-campaign phase, we created a versatile and adaptable identity that worked seamlessly across various materials. We also redesigned the old website and launched the initial communication for the green mineral water bottle, while preparing the introduction of the new transparent bottle and a fully modern, responsive website.
The main slogan, “The Untamed Power of Tatra Nature”, appeared across posts, POS materials, and digital communication. A temporary key visual with the claim “The Power of Tatra Nature in Every Drop” visually bridged the communication between the green bottle and the new transparent version, ensuring a smooth transition between campaign phases.
We handled all product photography in-house, producing both lifestyle and product visuals that were later used across the website and social media.
Teaser Campaign
At the beginning of February, we launched a teaser campaign to announce the arrival of the new product and redesigned website. The central medium was a landing page with a countdown timer and a bonus for the first 30 registered users. For the first time, the visuals featured the Slovak transparent bottle version, highlighting its natural, pure, and premium feel.
On social media, we published a carousel post that subtly teased the story of the upcoming commercial. The final slide revealed a glimpse of the new transparent bottle, sparking curiosity and paving the way for the full campaign.
Main Campaign: Welcome Back!
After months of preparation and awareness-building, the key moment arrived. In spring, we launched the main campaign with the claim “Welcome Back”, designed to remind people of their connection with nature—to reconnect with their roots and allow them to pause, even briefly, in the fast pace of everyday life.
Website Launch
The main campaign kicked off with the new claim “Welcome Back”, placed prominently on a key visual banner right on the homepage. This marked both a symbolic and visual new chapter for the brand.
We introduced the new transparent bottle of Tatranská Minerálka with its Slovak-language label. The redesigned website became the central carrier of this transformation, opening the next stage in the brand’s communication.
Commercial Spot
In the spot, we combined real nature footage with product shots filmed in our studio. The emotion was amplified by the voice of a professional dubbing actor, who brought depth and character to the message. The ad was also adapted into a bumper version for YouTube, with visuals tailored for Meta Ads, Google Ads, and reels for social media.
We produced the commercial in two versions—one for the green bottle of Tatranská Minerálka and one for the new transparent bottle. In the end, we edited three variations of the ad, giving us the flexibility to promote each version separately or use them together in combination.
Social Media and Content Marketing
We managed social media and advertising on Instagram and Facebook entirely in-house. Our team prepared a content marketing plan and a series of visually consistent posts. Using our own photography, we created content that communicated the product’s benefits in a natural and trustworthy way.
Even before the main campaign launch, we kicked things off with a contest that helped spark community engagement. As a result, Instagram gained over 3,000 new followers during our management.
Offline and POS Materials
The brand was also highly visible in the offline space, where we applied the visual style and key visual developed in the earlier phases of the campaign. We created a complete package of POS and branding materials that consistently communicated both the brand identity and the main claim, including:
- Roll-ups
- POS stands
- A5 flyers
- Table tents
- Table toppers
- Posters
- Branded T-shirts
We also extended offline communication beyond the points of sale. We designed branding for company vehicles—the front hood features a striking chamois, which is also the dominant element of the bottle design. On the sides of the vehicles, alongside the logo and chamois, there is a large visual of the transparent bottle, capturing attention even from a distance.
POS materials such as roll-ups, stands, and cards were unified through a key visual with a natural background and a mountain stream, while consistently using the claims “The Untamed Power of Tatra Nature” and “Welcome Back.” This ensured that the entire marketing communication appeared both credible and professional.
The Tatranská Minerálka project was comprehensive, yet fully executed within our agency team—from initial design concepts and photography, through video production and digital communication, to POS materials. Consistency, timing, and a meaningful visual language were key. The result is a strong, clear, and cohesive brand presentation with a true Tatra spirit.
