Post by Idea Bakery

A Rich Strategic Recipe for a Brand with the Richest Cultural Heritage It’s been an iconic journey! Idea Bakery became a strategic partner to Anadolu Efes and AB InBev in Turkey starting in 2024 to work on its entire portfolio and the revitalization of Efes — Turkey's iconic beer brand and a cultural symbol that has shaped modern life for over half a century. We rolled up our sleeves and got to work: stakeholder interviews, consumer, trade and customer research, innovation pipeline immersion, then building through corporate portfolio strategy and brand strategy levels. Together, we provided the foundation to move Efes toward a master brand that owned its cultural, social heritage, its iconic blue and all of its variants in one family, through a holistic revamp and relaunch of the brand and its variants across product formulations, taste & intensity communication, its brand positioning strategy, proxy platform communication strategy, occasions, events and engagement. Efes is more than a beer. For generations, it has been a vibrantly blue celebration of life — present wherever culture ignites, from music stages to sports arenas to the everyday moments where stories are told, glasses are raised, and horizons expand. It has championed freedom, fueled joy, and stood as a symbol of modern Turkish values. That cultural weight is rare and required a deeply meaningful strategy. The challenge was as deep as it was complex. A beloved brand with immense latent emotional power, navigating one of the world's most restrictive dark markets for alcohol communication. A portfolio that needed consolidation around a stronger master brand. A product that needed to taste as good as the brand's legacy deserves. Now fresh out of the oven, we're especially proud to see the proxy artıbir (“Plus One”) communication platform bring the brand spirit to life with "#daha1güzel" (“one level better”, preserving the social +1 meaning) by aRthuR Istanbul agency — an idea rooted in a genuine product truth and elevated into a cultural pledge to brew innovation and culture one step forward, always +1. From their signature brewing process to their celebration of arts, sports, and entertainment — one more story, one more laugh, one more dream. A big thank you to the Anadolu Efes team for trusting us with brewing such a meaningful recipe and believing in the power of persistence for +1 better.  This is what happens when a brave client and a passionate team come together around a shared ambition: to make an icon iconic again. We wish them continued +1 success with all of their creative and trade partners! Thank you to Burak Basarir Kamil Süleyman Yazıcı İzzet Özilhan Onur Altürk Tugay Keskin Özlem Önen Selda Susal Suzan Ağaoğlu Orçun Ejder Serim Yildirim Filiz Öztürk Safak TAS Koray ANAR Ceylan Ece Aydin Fatih Özdemir Sermed Gümüş Burç Kurtoğlu Alican Karakaya Seda Anlar Habitus Research and so many more along the way. Serfi Altun Sinan Altun Alara Orhon

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