Campaign details

Brand: Eti Karam Gurme
Brand owner: Eti
Lead agency: MG Media, KizlarSoruyor
Contributing agencies: Güzel Sanatlar
Country: Turkey
Industries: Confectionery
Media channels: Content marketing, Online display, Packaging & design, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Eti, the leading manufacturer of biscuits and chocolate in Turkey, makes a chocolate product called Karam Gurme whose motto is 'Pleasure Time'.

In order to consolidate the relationship between the product and pleasure in the minds of consumers and to embrace the 'pleasure moments' in their daily routine, package design was changed for the duration of one week.

For 15 individual minutes out of a 24-hour period, 'pleasure moment' messages were decided by the brand and printed on the packaging. The remaining 1,425 minutes of the day were filled by users to create a special 'pleasure moment' Karam Gurme package. This part of the campaign attracted a lot of attention and was completed in one week.