Ülker: Cikolatali Gofret White launch campaign

Established Turkish chocolate brand Ulker needed to win new customers, grow sales and penetration, and attract youth to defeat a challenge to its market-leading chocolate-covered wafer.

Campaign details

Brand: ÜlkerBrand owner: pladis GlobalEntrant company: Tribal Worldwide IstanbulIdea creation: Tribal Worldwide IstanbulMedia: Open, IstanbulMarket: TurkeySector: ConfectioneryMedia channels: Online video, Outdoor, out-of-home, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Ulker Cikolatali Gofret, a 41-year-old chocolate-covered wafer brand that sells around 2m units per day in Turkey, broke 10-year sales records and brought new customers to the brand. The case demonstrates how a leader brand can act like a challenger to change the snacking game. It was...

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