Can you touch Crypto? Binance’s Unique Marketing Move in Kazakhstan Says ‘Yes’

Binance:- Crypto exchanges around the world are rolling out smart and innovative marketing campaigns to drive crypto adoption. From Gemini’s ongoing Tesla Cybertruck strategy to Kraken’s Layer-2 Ink initiative to crowdsource a mascot name, Web3 brands are continuing to rewrite the marketing playbook.

In a fresh example, Binance CIS Marketing Head Dilara Tagaeva unveiled a creative and localized campaign in Kazakhstan on Monday.

Aiming to spark widespread crypto engagement in the region, Binance has launched “Crypto Lemonade,” a seasonal campaign in partnership with the country’s leading craft beer brand, Sigma Brau. Together, they’ve produced  a limited number of physical cans of “Crypto Lemonade.” Each Can is featuring a unique 6-character code and ultimately turns everyday products into incentive-driven crypto touchpoints.

Speaking about the campaign, Dilara wrote in a LinkedIn post: “We’re making crypto visible, tangible, and refreshingly simple.”

https://twittter.com/dilara1tt/status/1950152077423861842

How does Binance’s Crypto Lemonade Marketing Campaign Works

Since the launch of Binance Kazakhstan in 2023,  the exchange has been making dedicated efforts to serve the Commonwealth of Independent States (CIS) market – including countries such as Kazakhstan, Azerbaijan, Georgia, Ukraine, and others.

Its “Crypto Lemonade Campaign” is part of boosting the crypto engagement rates in Kazakhstan. As per the announcement, the Exchange is set to run the campaign from July 14 to September 30 2025 throughout the country.

These Crypto Lemonade Cans – available in supermarket chains and Sigma Brau stores – are marked with a unique code under the key in the lid of the can. The heart of the incentive lies in 4 winners receiving credits of 0.1 BTC – which would amount to a whooping 6.43 million Kazakhstani tenge (KZT).

Apart from Bitcoin, it has also kept other crypto assets i  prized, i.e., 0.1 and 0.5 USDC, $20 in PEPE and $100 in DOGE.

However, the access to these prizes require customers buy the Lemonade Can and log into Binance Kazakhstan platform to scan the code. This, inturn, as the Exchange revealed will help in “stimulating sales of goods and services of both Sigma Brau and Binance Kazakhstan.”

It is not the first time that Binance is rolling out this campaign. It was on August 14 last year that it first rolled out its “Crypto Lemonade” campaign, kicking off a 500,000 USDC reward pool tied to invites and trades.

Also Read: SOL Strategies and Ark Strike Staking Deal

Smart Move?

The move could indeed drive more Kazakhs to engage with the world of digital assets by Binance’s platform. The $11,829 worth of BTC can surely lure users and drive them to buy the Crypto Lemonade Can and ultimately deal in crypto assets.

This is evident from its last year’s pilot campaign. Sigma Brau produced just 1,000 cans for the promotion, which were distributed exclusively through the country’s largest supermarket chain and Sigma Market stores in Almaty and Shymkent. Local reports and partner statements indicate they were swept off shelves within the first two weeks of launch. Thus, suggesting strong consumer demand on the intiative.

The Central Asian country of Kazakhstan is already making significant strides in the space. With the planned crypto city, the country is soon to adopt the National crypto Reserve too.

According to Chainalysis’ 2024 Global Crypto Adoption Index, Kazakhstan is ranked 57th out of 151 countries. This places it at 2nd within Central Asia but well below the regional leaders in Southeast Asia and Africa.

Also Read: Standard Chartered Founded Zodia Markets Receives $18M Funding