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.

A father tells his children that he has both good news and bad news. As the bad news, he sadly informs them that their grandfather, who owned a house by Lake Como, has passed away. The children are very saddened by this news. Then, as the good news, the father repeats the same words in a happy tone. The children respond with the same reaction, but joyfully this time.

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.