Yeni Raki: When that day comes

Alcoholic beverage brand Yeni Rakı increased its market share in Turkey despite being unable to advertise directly to the nation.

Where were we?

Navigating a shifting landscape: Uncharted waters

Raki is the Turkish national drink made of twice-distilled grapes and aniseed. Yeni Rakı, "the raki" brand in Turkey, has a legacy of 86 years and a core, loyal audience, but was having difficulty reaching the younger audience, as consumption habits and trends kept changing. However, the biggest obstacle ahead of us was the brand's inability to communicate in Turkey, due to regulations and restrictions about advertising alcoholic beverages. This being said, Yeni Rakı could only pursue its promotional activities globally.

Why were we there?

Blending tradition and tomorrow: Yeni Rakı's...

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