KZBlog

First it was vodka. Then it was the political party Nurotan. Then it was half the buildings and complexes in Astana, adding a Nur to their name. Now it’s table water.

I was surprised to see Nureke water in my local store the other day. Nureke is a diminutive form of names that begin with the syllable Nur. For example, Nursultan, the first name of the President of Kazakhstan. In case there’s any question of who they are referring to, the label also has a picture of Ak Orda, the President’s residence and a pair of hands holding a map of Kazakhstan. The hands echo in weird way the hand on the money, which is a rendering of the imprint of the President’s hand on the Monument to Independence in Almaty.

As a marketing strategy, it’s not a bad idea. The President is very popular, patriotism sells well around here and it may give the impression that this table water is better quality than other more common brands. But if I were the President, I’d be a bit insulted. 5 liter bottles of water are not elite bottled water. People buy them when their water is cut off, or if they need a lot of clean water to boil a huge hunk of meat or to make tea for 50 guests. It’s a pretty common, dare I say vulgar, product. If they named a luxury car or an elite living complex after me, I’d be happy. But water? What’s next? Nureke sewing needles? Washing powder? Shopping bags? If you want to honor the President, then honor him with something good.

And another marketing tip: personally I won’t be buying Nureke water again because it’s 5 tenge more expensive than other waters. With something as common as water, price is everything.

As for the trend to name things after the President, will it get to the point it has in Mongolia with the Chinghis Khan brands? Will Parliament have to step in and make a law limiting the use of the President’s name or derivatives thereof to protect his dignity?