“For many years, Turkey's leading home technologies brand Arçelik has been the lovemark that Turkey feels pride and love for.”

As the leading brand that designs innovation with love, we needed to find the new meaning of love to maintain our position among new generations.

By launching our corporate purpose, we aim to:

Increase TOM Brand Awareness especially among the age group of 25-34.

Increase the "It is the brand I prefer” score

Grow stronger in priority criteria

Significantly strengthen the new brand images criteria

Increase the “Value for money” score

Increase the brand power score

Searching for a new meaning

Future Bright Research showed us that consumers’ expectations have changed significantly: Drawn into its own cocoon, our target audience is now more aware of issues such as floods, fires and drought and is more willing to act against the climate crisis. Therefore, as the brand of love that the entire country took pride in, we had to go beyond functional or stylish innovations and fulfill our responsibility.

Arçelik: The brand that designs goodness with love

In line with the new world realities and the UN Sustainable Development Goals, we decided to focus Arçelik's approach on responsible production and responsible consumption. With the belief that “the world is our home”, we set out to design goodness with love to better home, life and planet.

“Designs goodness with love” was more than a slogan for us, it was a way of doing business.

The idea that guided the launch had to be unpretentious, sincere, real, and powerful enough to catalyze behavior change. That's why with the responsibility of improving life and bettering the world, we figured there is a single, simple, and sincere question at the core of every innovation: WHAT CAN WE DO?