First Sarelle Then Smile

Sarelle is one of the brands of the Sagra Group, with a history dating back to 1936. In the FMCG sector, the company brings together brands such as Sarelle, Tadelle, and Gol with consumers. In 2021, it became a part of the OYAK Group.
Due to the strategic approach of the company, Sarelle had been silent in communication for the last 6 years. Its competitors, on the other hand, were constantly communicating. Naturalness and clean content were at the forefront in parallel with the content of the products, but designs that emphasised functional utility were considered old and traditional in parallel with transforming consumer expectations(1). Consumers thought that the packaging did not carry the components of the category (which is fun and joyfulness) and did not find the brand young and dynamic. Although the product was liked, off-take was weak. Sarelle's aim was to increase brand awareness and consumer purchase frequency by meeting changing consumer expectations. The brand framework had to be renewed, the brand strategy had to focus on emotional benefit, the design had to be rejenuvated in line with the new brand strategy and it had to appeal to Gen Z. It had to meet the expectations of the consumer with a campaign that would break the silence. Sarelle brand universe was rebuilt with consumer insights. We reconstructed the brand framework and emphasised emotional benefit in the brand strategy. We switched to a more striking but simple design in line with trends. We added emojis to the design in order to communicate with the changing target audience profile and Gen Z. In order to meet the consumer's demand for dynamism, we embraced the red colour, which is at the roots of the brand, and renewed our logo in this direction. Besides, we decided to change the texture of Sarelle based on the market leader’s texture as being taken as benchmark. In the communication strategy, we determined that the essence of the brand is a taste that stimulates emotions with its flavour and makes you smile. Thus, our new brand slogan ‘First Sarelle Then Smile’ was born.