Borjomi's Lyrics Rap Brings Gut Healthy Sparkling Water to the US | WPI Agencies Odysseus Arms + R&R Partners
Odysseus Arms and R&R Partners team up for a bold, music-driven US launch for Borjomi.
By Worldwide Partners, Inc (WPI)
Odysseus Arms and R&R Partners team up for a bold, music-driven US launch for Borjomi.
When Georgian natural mineral water brand Borjomi prepared to launch in two of the US's biggest markets, New York City and Los Angeles, it needed a campaign that would introduce American consumers to its distinctive personality and benefits in a way that would stand out.
Worldwide Partners agencies Odysseus Arms and R&R Partners joined forces to help bring Borjomi to US audiences through a music-driven campaign that combined bold creative, entertainment, influencer engagement and strategic media activation.
The Challenge
Already an iconic brand internationally, Borjomi faced the challenge of building awareness and relevance among US consumers unfamiliar with its heritage, naturally sparkling taste and unique mineral composition.
The campaign needed to introduce the brand's distinctive attributes, including its 60+ minerals and gut-health positioning, while establishing a memorable identity in a competitive US beverage market.
The Solution
Odysseus Arms led the campaign's creative development, execution and production, working with iconic music video director Charlie Di Placido to create an original rap video built around Borjomi's campaign platform, "For People With Guts," developed in partnership with M&C Saatchi USA.
Known for his avant-garde work with British soul collective Jungle, including the viral hit "Back on 74," Di Placido brought his signature visual style to a 60-second music video featuring an original song titled "[EXPLICIT]."
The result was an unconventional form of "edutainment," blending soulful music, bold lyrics and energetic choreography to introduce Borjomi's mineral-rich composition and sharp, naturally sparkling taste.
To extend the campaign's reach, R&R Partners led media planning and buying, helping bring the creative platform to audiences across paid digital and social channels, including YouTube, Meta and TikTok.
The campaign also invited consumers to become part of the experience through a TikTok dance contest inspired by the video's choreography. Professional dancers from the video encouraged audiences to recreate the moves in Duet-style submissions, with cash prizes awarded to winners.
Dancer and influencer Tracy Joseph joined a broader group of influencers and UGC creators with a combined following of more than 20 million, helping amplify the campaign and encourage participation.
The Power of Partnership
The collaboration brought together complementary capabilities from two Worldwide Partners agencies, combining Odysseus Arms' creative vision and production expertise with R&R Partners' media strategy and activation capabilities.
With Odysseus Arms leading the creative platform and R&R Partners managing media planning and buying, the agencies helped deliver a coordinated campaign designed to introduce Borjomi to new audiences and build engagement across channels.
The partnership demonstrates how independent agencies within Worldwide Partners can bring together specialized expertise to support ambitious brand launches, extending the impact of a creative idea through strategic media execution.
The Impact
Launched in support of Borjomi's 2026 entry into New York City and Los Angeles, the campaign was designed to generate awareness, spark social participation and establish the brand's bold personality with American consumers.
Its activation included:
An original song and 60-second music video directed by Charlie Di Placido.
A cross-channel paid digital and social campaign spanning YouTube, Meta and TikTok.
A TikTok dance contest designed to drive consumer participation and user-generated content.
Influencer and creator partnerships representing a combined audience of more than 20 million followers.
With digital video, paid media and social activations extending throughout the summer, the campaign gave Borjomi a distinctive introduction to the US market, demonstrating the value of connecting bold creative thinking with targeted media strategy.