When launched in 1990, Negro was named after the Spanish word "Negro" for its nearly black biscuit (negro). In the past 30 years, Negro has become one of the most important brands in Eti's biscuit portfolio. Negro has developed a deep and refined relationship with its consumers just like a real love mark. The name was placed with innocent intentions and has since become a time bomb in the global culture where the present is about to explode. Despite the lack of such sensitivity or demand in Turkey, we have decided not to remain indifferent to the risk of this rapidly growing and evolving into issues. We set our goals on preserving the affection we use to control the bond between the brand and the consumer, and set out to prevent the heartbreak of even one person.

«Don't let a single person's heart be broken.» While looking for a name for Negro, we set out to look for ways to justify the situation without involving our brand in horrific concepts such as racism, discrimination and hate crime. The flow of information and emotion was blocked at the point of "why this subject, which was bleeding especially in other geographies, connected them and their favourite biscuit, and what benefit this change had for whom". We have overcome this profound gap with the opening of “no one's heart is broken”: As Negro, we have seen that even if they do not feel such a need, the possibility of hurting the feelings and honour of “someone” affects our consumer, it is proud that Negro takes care of the sensitivities of these people and removes this unnecessary intervention in their love marks.

We set our goals with the logic of preserving brand momentum. Our main goal was to get out of this dangerous mission undamaged when no one else was asking for it, and then quickly return to normal. In order to ensure that the change to be made will not reflect negatively on our commercial results, we aimed to protect our volume and value leadership in the 3 month period before the campaign the 3 month period we determined as the transition period. We have set many goals here by seeing the main focus of the campaign in the brand image. We tested communication concepts with different tonality and depth and added another "social awareness" group to the Negro consumers we always refer to. As predicted, we have set out to leave our brand name to future generations in a clear sense.

We shared our first announcement with all our stakeholders outside of the general consumer group, right after the production of the new packages. As soon as new products started being put on shelves, we distributed our press bulletin to print and digital media. After waiting a while for the new packages to be placed on the shelf, we started high access communication on digital media and TV.

In designing our TV film, we also added a courteous reference to our love mark position and graded it with "the permission of all those who love it" to touch on the well-known sensitivities of our consumers. We packed our message in a simple desktop production and in strict accordance with Negro creative codes (black and white colours, feminine tonality, use of music, etc.) and published it on the main channels, all with message clarity and seriousness.