Raki consumption was decreasing in Turkey, as it had become an expansive choice due to increasing taxes. It was also being challenged for its relevance among a younger target market. Yeni Raki needed to prove its true value and remind consumers of its leadership position as being the best raki drink and the most popular choice for generations. With so many raki brands in the market, it was becoming difficult for any one player to stand out with a stronger proposition.

Our re-positioning strategy "Tradition Reloaded", focuses on staying new by revealing the relevance of the heritage, stories, and craftsmanship of raki that are intrinsic to Turkish life. Yeni Raki celebrates tradition and reloads it so that it connects its roots to the present day. This concept helps to ensure that the brand remains meaningful for loyal consumers and intriguing for younger generations. This was brought to life by a skillfully crafted illustration that poetically depicts the traces of rich raki culture. It speaks of the special local ingredients, and the unique distillation process that yields the purest drop of raki.

The brand re-positioning idea and bottle design have been validated by two countrywide consumer research tests, which saw the design concept overwhelmingly endorsed by all target segment groups.