Despite high brand awareness, the product awareness of Calve Sweet Chili Sauce was very low. We needed to increase the product's awareness and ensure it became memorable to the target audience. To make the product stick in people's minds, we chose to use humor. We prepared radio spots that explained the taste of the sauces in a simple and effective manner.

In radio spots, the first person tells the other that they have both good news and bad news. After sharing the bad news, the other person becomes saddened. Then, when the exact same news is repeated with the tone of good news, the other person rejoices.

We needed to maximize the product's awareness level with the minimum media expenditure. By effectively utilizing radio as a medium, we achieved high reach. We ensured that the product was learned about by the Turkish public and observed its reflections in their shopping preferences.