Looney Tunes characters enhance Tamek’s packaging
Tamek, one of the leading Turkish companies in food industry, with an experience of 50 years, has succeeded in appealing to the new generation using Looney Tunes characters for fruit juice, marmalade, jam and ketchup and combining the joy and dynamism of the famous cartoon’s heroes with the reliability of one of the fundamental food and beverage firms.
“Tamek is one of Turkey’s most trusted and well-known brands. However we needed to make it known to the younger generation. As a result, we decided to develop sub-segments for children in our main categories”, says Tamek Beverage Marketing Group Manager Bora Esinli. “We prefer to use WB characters because of the high awareness in the target group and their perceptual characteristics. Our target audience is between 5 and 11 year old. According to the research studies, Looney Tunes characters are recognizable to older consumers as well. So, we decided that they can enhance our aim”, adds Tamek Food Marketing Group Manager Fikret Yildirici.
Considering that the majority of the consumers are children and adults, the use of cute characters attract the attention of children while «pure and 100 percent natural» quality appeals to the parents. The company sees using the licensed characters in the children products, as a part of a long term positioning strategy for Tamek brand. Already the sales figures have risen considerably compared with those of last years and the children’s category has expanded by 30 %.