Dimes, Turkey?s one of the biggest fruit juice brands, wanted to adopt its squeezed fruit juice products to its main communication strategy by embracing the breakfast meal that the squeezed fruit juices are mostly consumed. We aimed to build a platform which makes Dimes the first brand that comes to mind when ?breakfast? is ready. We have positioned young and young adults at the heart of our communication strategy who covers the 64% of the market?s juice consumption. In line with our researches we aimed to position the category at the center of our social life by transforming Turkey?s most visited breakfast street "Besiktas Breakfast Street" into the experience field of Dimes and maximizing the consumption of squeezed fruit juice rate for breakfast in Istanbul which has 67% of the Fruit Juice market consumption in Turkey. To prepare the Turkey's largest breakfast table, we changed the atmosphere of the street with a team of 20 architects and 300 people in 1.5 years. We implemented building painting with 17 different colors. We made a better way to a social and healthy breakfast with 1100 m2 of road and pavement renewal. We performed 650 m2 of awning renewal. With 500 table and chair renewals, we carried vitality to the breakfast tables. With a TV series integration and awareness increasing digital projects we announced the street to Turkey. We reintroduced the historic building at the entrance of the street as one of the most interactive outdoor media platforms in Turkey. We became a subject to 59 news, gained 2.848.712 total reach and 880.115 total circulation. The population of the Street increased by 25%. Dimes Moments products increased its tonnage by 47% in one year, acquiring 56% market share in squeezed fruit juice category. We made Turkey?s biggest ?Breakfast Street?, the brand?s communication plateau.
Brand Strategy Campaign