Storytelling for an Advertising Campaign (with "Borjomi" as an Example) in the Context of a socially Responsible Consumption

Various trading companies are faced with the loss of the attractiveness of their "conquered markets", and therefore are forced to look for new markets for the sale of their products and adapt to them. The problem situation of this study is based on the changes in the company's policy, always based on its minute-to-minute interests, automatically lead to changes in the production of meanings that the company invests in the content of its brand using the tool of transmedia storytelling. In the course of the study, the storytelling of the Borjomi advertising campaign and the constantly changing dynamics of consumer meanings accompanying it were reconstructed. In this regard, a description of the context of storytelling by Borjomi was carried out – the construction of the company's vision of its customers in dynamics (in different periods) based on documents and available attributes, as well as an analysis of the dynamics of storytelling by Borjomi in the mentioned time range (using a qualitative methodology, thematic and content analysis).