Nabeglavi
DRIVING BRAND RELEVANCY WITH A MODERN AUDIENCE
The Challenge
Mineral water usually speaks about nature, calmness and escaping the city. But Kazakhstan is becoming increasingly urbanized, with more people moving to cities, and this shift is especially visible among younger audiences. For people aged 25 to 35, life happens in a faster, denser and more active rhythm. Nabeglavi needed to move beyond the familiar image of the category and find a new way to become relevant to the urban generation
The Solution
We developed a new positioning for Nabeglavi: mineral water for the champions of the big city. This led to the campaign idea “Keep the City Pace”, with the supporting line “Water for Urban Champion”. Instead of keeping the brand in the familiar world of nature and relaxation, we brought Nabeglavi into the real life of a young urban audience. The city became not just a background, but a space for everyday activity. Stairs, bus stops, crossings and waiting areas turned into points for micro exercises, while contextual messages and QR codes encouraged people to move right inside the city. This helped Nabeglavi become more than just mineral water: a brand that helps urban champions stay fresh, balanced and in pace every day
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