The Ukrainian household cleaning brand SARMIX, created by AFINA Group, has won the X-Ray Awards 2025, a national competition for marketing cases, in the category “Situational Marketing.” The brand’s campaign, “SARMIX Leads to Order,” developed in partnership with creative agency Hooligan Buro, was recognized as a powerful example of timely brand integration into social context and impactful action-based communication.
SARMIX entered the market with a symbolic gesture: on Holy Thursday, the brand’s team conducted a public cleaning of the iconic Glass Pedestrian Bridge in Kyiv, connecting Volodymyrska Hill and the Arch of Freedom of the Ukrainian People. The event gained viral attention on social media, with the campaign video collecting nearly 1 million views across TikTok, Instagram, and Facebook. The synergy between the date, location, and the brand message — “leads to order” — created a strong emotional association and made the campaign stand out.
The campaign concept was developed by Hooligan Buro, a young creative agency whose portfolio includes brands like Kyivstar, Citrus, and LOKO. Their fresh perspective and flexible approach to communication have made them adept at crafting ideas that resonate on social media and connect naturally with their target audiences.
AFINA Group emphasizes that the campaign was more than just a marketing tool — it was a public expression of the brand’s core philosophy. Cleaning a real public space became a direct metaphor for SARMIX’s values: a commitment to cleanliness, order, and responsibility. The focus on real action over mere slogans helped the brand establish a clear and relatable positioning from day one.
“When the team at Hooligan Buro presented several activation ideas, we immediately knew this one was perfect for SARMIX. It was simple, expressive, and sincere. We didn’t hesitate — it had to be the bridge on Holy Thursday. That kind of launch sets the right tone for everything we aim to build moving forward,”
— said Anastasiia Movchan, Brand Manager of SARMIX.
The X-Ray Awards 2025 jury praised the campaign for its sharp alignment of context, idea, and execution, and acknowledged SARMIX for establishing a distinct and recognizable brand image from its very launch. This recognition reaffirms that relevance, clarity, and honest communication remain the cornerstones of effective marketing.
SARMIX products are manufactured in Ukraine at a modern household chemicals facility, which also produces items for TM Vukhastyk. All formulations are developed in line with European quality standards, free from low-grade components often used to reduce cost at the expense of performance.
The product range includes laundry powders and gels, surface cleaners, and multipurpose daily care products. SARMIX positions itself as a simple yet effective solution for modern lifestyles, with a mission not just to clean — but to create organized living spaces that support focus and inner balance. It is a tool that enables people to return to order — both at home and within themselves.
