DİMES: Cool lime base – more than it looks

Beverage brand DİMES partnered with pop culture icons to cut through with its youth target audience in Turkey.

Where were we?

DİMES has established a strong bond with Gen Z for the last 5 years with its innovative drinks and new-generation communications.

DİMES aimed to capture Gen Z digitally in their subculture in a realistic and native way and to keep in touch with them for a long time by overcoming advertising barriers. DİMES Club had become a phenomenon brand with nearly 800K followers and 20 million likes on all platforms.

Why were we there?

The online buzz around "How to make Cool Lime" was huge, but homemade recipes fell short, and café versions were too expensive. DİMES...

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