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.

To ensure that both the bitter and the sweet news could be conveyed with the correct intonation and emotion, we worked with voice actors who had theater training.

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.