Istisu Positioning & Launch

We were tasked with launching Istisu, a new brand of sparkling water sourced from the reconquered Kalbajar region in Azerbaijan. This product not only represented a new entry into the beverage market but also carried profound symbolic significance tied to the region’s history and identity.

Our creative solution was to let the water “tell its own story,” sharing its origins and the challenges it faced in reuniting with its homeland. The campaign connected the brand’s narrative with national pride, highlighting how Istisu symbolizes resilience, unity, and vitality. This storytelling approach emphasized that beyond its refreshing qualities, Istisu contributes to the health and well-being of the Azerbaijani population.