2014 Winners & Shortlists

Brief Explanation

Raki consumption was decreasing in Turkey, as it had become an expensive choice due to increasing taxes. It was also being challenged for its relevance among a younger target market. Yeni Raki needed to prove its true value and remind consumers of its leadership position as being the best raki drink and the most popular choice for generations. With so many raki brands in the market, it was becoming difficult for an one player to stand out with a stronger proposition.

The Brief

Rakı is the national drink of the Turkish people, and for 500 years it has been an icon of Turkish culture and a powerful symbol of tradition. Yeni Raki has become a well-respected raki brand, with values that represents truth, sincerity, sharing, togetherness, and uniting the generations.

How the final design was conceived

Our re-positioning strategy "Tradition Reloaded", focuses on staying new by revealing the relevance of the heritage, stories, and craftsmanship of raki that are intrinsic to Turkish life. Yeni Raki celebrates tradition and reloads it so that it connects its roots to the present day. This concept helps to ensure that the brand remains meaningful for loyal consumers and intriguing for younger generations. This was brought to life by a skillfully crafted illustration that poetically depicts the traces of rich raki culture. It speaks of the special local ingredients, and the unique distillation process that yields the purest drop of raki.

Indication of how successful the outcome was in the market

The brand re-positioning idea and bottle design have been validated by two countrywide consumer research tests, which saw the design concept overwhelmingly endorsed by all target segment groups.