A new drink on the market by creative minds: Bozca

Many Germans, even perhaps Europeans, would be familiar with the drink Bionade which achieved its success gradually since it was introduced into the market of drinks. For those who are familiar with Bionade, Bozca might be explained as its Turkish counterpart that is gradually but surely achieving success as people crave more and more often for Bozca’s refreshing taste. “Creativity” say the two masterminds behind this relatively new product “is a natural extension of who we are!”

Bozca

What makes Bozca different from the rest of the drinks on the market?

We were the first Turkish brand to offer carbonated versions of all natural pomegranate and apple flavors, and also the first national drink to boast ‘no artificial flavors, colors, sweeteners, and/or preservatives’. In addition, Bozca also exemplifies a certain ‘urban’ lifestyle which can be felt in its sharp design and communications. In 2010 (when we launched), no other fizzy drink on the market offered our flavors, had a look/feel as refined as Bozca, and topped all of that with a natural twist.  In other words, we differentiated ourselves by being the first movers, and setting the bar much higher than any other brand in our ecosystem.

Bozca

Who constitute your target group?

People of all ages who are conscious of what foods/drinks they consume, and those that care about high quality ingredients, good design, and great taste. Being the academic nerds that we are, we did conduct a ton of marketing research and analysis in order to better understand who needs “Bozca” in Turkey. We did find that our loyalists are mostly young adults who live in cities, and have xx TL of disposable income, and ride Vespas, use Mac’s, etc. You get the point, we understand all of this, but we know that the market ultimately decides who will choose our products. For that reason, we choose to be inclusive, not exclusive, in our targeting.

Bozca

In what ways do you anticipate Bozca’s interaction with creative industries?

From design aspects to messaging, and from affiliates/partners to end-consumers, we often find ourselves smack in the middle of creative environments. For that reason, we already interact regularly with folks from media and ad agencies, design studios, galleries, not to mention artists, specialty retailers, and musicians. Creativity is not something we are trying to integrate into Bozca or our general approach to business. We believe that it is a natural extension of who we are and where we stand, and therefore it should seem effortless or not be present at all.

Selim Cenkel & Kurthan Onalp

How would you place Istanbul on the map of urban cities? 

Rio and NYC socially collide in a Eurasian café and they enjoy a cup of sweet chaos prepared by a Middle Eastern barista.

What effect does the fact that Bozca is a natural drink with no artificial coloring, sweeteners or preservatives have on its marketing in the Turkish market?

It makes it more difficult to market. We are now convinced through trial and error that the general population in Turkey does not YET care about these value-adds. Therefore, despite being authentic and true to ourselves, highlighting these features seems to be mostly irrelevant in our marketing efforts. It is, and always has been, great taste that captures people.

Could you give us some hints about your future plans for Bozca? 

Raise the bar on innovation and remain authentic.