OTTOMON KAFTANS FOR HAREM SULTAN WINE by TBWA\ Istanbul for HAREM SULTAN BAKUS SARAPCILIK

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OTTOMON KAFTANS FOR HAREM SULTAN WINE

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Industry Wine & Champagne
Media Design & Branding
Market Turkey
Agency TBWA\ Istanbul
Art Director Ilker Kayserilioglu
Copywriter Ilkay Gurpinar
Account manager Burcu Ozdemir
Released April 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: HAREM SULTAN BAKUS SARAPCILIK
Product/Service: WINE
Agency: TBWA\ISTANBUL
Date of First Appearance: Apr 11 2010 12:00AM
Entrant Company: TBWA\ISTANBUL, TURKEY
Executive Creative Director: Ilkay Gurpinar (TBWA\Istanbul)
Art Director: Ilker Kayserilioglu (TBWA\Istanbul)
Executive Strategic Director: Toygun Yılmazer (TBWA\Istanbul)
Brand Manager: Ayse Senunver (TBWA\Istanbul)
Copywriter: Ilkay Gurpinar (TBWA\Istanbul)
: Deniz Ergin (TBWA\Istanbul)
Account manager: Burcu Ozdemir (TBWA\Istanbul)
Account manager: Burcu Ozdemir (TBWA\Istanbul)
Media placement: Bottle Packacging - Istanbul duty free shops, classy hotels and restaurants - 11 April 2010

Describe the challenges and key objectives
Wine is not culturally associated with Turkey. People would like to buy Turkish delight, leather or carpets but they don’t think about carrying a bottle of Turkish wine back home. The main challenge was to inject Turkish culture on a non-Turkish category. The other challenge was the timing. We had to create a new design for the summer 2010 season which limited us to the existing bottle. There was no time for designing a new bottle shape therefore we had to find a way to add a design element to it.

Describe the brief from the client
Harem Sultan is a premium wine brand that is only sold at duty free shops in Turkey targeting foreign tourists. The brief was to design a packaging that foreigners would love to buy not only as wine but as a 'Special Souvenir from Turkey'.

Describe how you arrived at the final design
While going over the references to wine in the Turkish culture we found out that each sultan had a different story about wine. We decided to make the bottle Sultan himself. Each bottle is dressed with the famous Kaftan of an Ottoman Sultan. The colours of the Kaftans indicate the sort of wine in the bottle. On the back of each bottle there is the real story of the Kaftan. The Kaftans are all handcrafted in silk and designed by the original textiles of the Ottoman Sultans.

Give some indication of how successful the outcome was in the market
The design created new distribution channels for the product. Many classy hotels and restaurants wanted to include it on their menu. The International Four Seasons Hotel chain is now selling it as a souvenir product. The design also convinced foreigners to pay more. Even though the price is at least 25% (5 Euros) higher than other wine brands, Harem Sultan succeeded to become the number one selling wine brand at the Istanbul duty free shops.