Rondo is a Turkish cream biscuit brand which we positioned as an antidote to the dramatic moments in life. The tag line is simple: "If life has its drama, Rondo has its creama." As a spokesperson for Rondo we chose a king of melodrama: Ümit Besen.He is a half-forgotten 80’s cabaret star, whose tragic arabesque style songs helped an older generation really wallow in their misery.

The brand idea had been introduced via TV but it was now the power of social media alone that was keeping it alive.

Rondo was showing that a simple cream biscuit could position itself against the nation’s instinct to see the worst in any minor event. As a happy antidote to life's minor dramas, Rondo made us all a little happier ...and along the way demonstrated that creative ambition really does deliver business results...- Market leader for first time.- 31% in campaign period and 11% annual sales growth.

- Market from minus 8% (2009) to minus 0.01% (2010). - Brand awareness +10% to 91%.- Trial from 44% to 74%.

Competitions followed on the Rondo website and in keeping with the brand’s positioning as 'consolation for dramatic times', we supported the losers, not the winners! We rewarded the losers with: "A Drama Care Set" including a 'crying pillow' and 'backing you' t-shirt; a "Ümit Besen Shoulder" to cry on followed. We created a dramatic songs competition on the Rondo’s website dramalikremalihayat.com (dramticallycreamylife.com). All kinds of daily dramas featured in song on this site. After the announcement of "The Rondo Dramatic Song Competition" results, we rewarded the losers, not the winners! A list of the losers was then published in national newspapers.

We created "A Drama Care Set" which includes indispensable items such as a "crying pillow" and "backing you" t-shirt, all featuring Ümit Besen.

The introduction film for that set was viewed via the website and social media only.