According to Tefal Launch Plan for 2013, Fresh Express was one of the vital products as an handblender and its launch should have been on air before April.

The most important benefit of Fresh Express is that you do not need to dice onions by yourself, because it is capable to do that on behalf of you. In addition to that, there was no other imitations which are the other brand's products, can be able to dice onions like Fresh Express does.

Therefore client requested us to build up the communication strategy of this product on its benefit.

 

 

Our target audience was mostly women who cook and want to cook practically. Everybody knows that when the issue comes to onion dicing, people mostly cry a bit. Then we thought that if the launch should be on air around April, why not we build our idea on a special occasiion like Mother's Day that will be in 12th of May. That should have been an opportunity both to promote the product and to celebrate Mother's day. Finally we came up with an idea; "Annem Ağlamasın!". Because there was no any other target better than mothers who cooks like a mother does, who cries while dicing onions and also the most importantly who cries for you because of loving you so much... Of course mothers... They are sensitive and emotional about their children and they deserve not to cry for anything ever. And do you think is there any present better than Fresh Express for mothers to stop their cries at least when they dice onions? We do not think so!