These projects were completed before the announcement of the Omnibus Law No. 6487 on Amendment of Some Laws and the Decree Law No 375, which has been published on 11 June 2013 in the Official Gazette of the Republic of Turkey.
Due to aforementioned law, alcoholic beverages could not be advertised in Turkey. Therefore age verification is required to view this campaign. We kindly ask you to contact us to get your password.
Türk Tuborg’s flagship brand, Tuborg Gold is the second most popular beer in Turkey. Unlike many other brands, the company refuses to adopt the “me-too” strategy. Instead, it aims to challenge the rules of the game, not follow them. So, to properly promote Tuborg Gold, I Mean It knew it was time to “show” the product’s difference.
It’s a tall order to grab people’s attention by just showing a product. That’s why we magnified emotions, letting the audience experience the same love and passion for excellence, with which Tuborg Gold is produced. The result was a commercial liked and shared by many…
The project was such a success that from retail shops to five-star hotels, to restaurants, to coffee shops countless tourist facilities started using our posters. Some brands expressed their interest in integrating the Posters of Turkey into their packaging. One of those brands was our long-standing client Türk Tuborg, Turkey’s second largest brewery.
Inspired by every Turkish city’s best-known national value, we created a limited edition can series for Tuborg Gold, the company’s leading brand. The project was received very warmly. Moreover, the limited can series became an instant hit on social media, thousands mentioning cans with their city’s own design, thus spreading the brand’s message organically.
Following a nationwide print campaign, we created more than 60 different posters, each inspired by a different visual approach. Some posters humorously referred to industry standards, which involve the use of significant amount of sugar and rice. Others leveraged malt, water, hops and yeast, the four main ingredients of Tuborg Gold. We then created a rich pool of visuals, including illustrations, photographs and typographic compositions.
In 2012, Türk Tuborg commissioned I Mean It to redesign its corporate website.
Türk Tuborg owns a series of multinational brands, including Corona from Mexico, Carlsberg from Denmark and Hoegaarden from Belgium to name a few. In the new corporate website, we created dedicated pages to each brand. We infused the Türk Tuborg’s corporate identity with each brand’s unique personality. We also communicated each brand’s origin by designing eye-catching postal stamps.
