ALEX Saryagash. More famous than the famous one!



Рабочая группа

Nail Muratov Creative Director
Igor Golushko Creative Group Head
Sergey Alexanin Head of Art
Renat Poposhev Art Director
Roman Shakhbalayev Junior Copywriter
Artur Karabajak New Business Director


Alex Saryagash is the people’s water, everybody drinks it. For almost 30 years, its label remained unchanged, everyone got used to it. How do you tell people that the design has changed, given that there are many counterfeit products on the market that try to pose as this brand?

To inform about the change of packaging and emphasize that the quality and taste of water remained the same since this is the good old Alex Saryagash

We invited the equally popular and famous celebrity that everyone will recognize. And we shot a series of videos in which we showed that despite the changes, our water is still recognizable and even more recognizable than the one of the most well-known media personality in our country.
The result exceeded all expectations – for eight months:
+31% in sales revenue vs. 2020
+15% in sales volume vs. 2020