To encourage proactive health checks and lower screening barriers, Tadelle has adapted its packaging identity across retail channels. Marking the first packaging color transition in the brand’s 46-year history, the temporary pink design serves as an on-shelf prompt for breast self-examinations and routine clinical screenings.
By incorporating the verb "Touch" on the wrapper, the initiative highlights the necessity of self-palpation in detecting breast anomalies early.
QR-Enabled Access to Clinical Guidance
Each pink package features a dedicated QR code connecting consumers directly to public awareness content curated by the Turkish Ministry of Health:
Self-Examination Guides: Instructional visual materials presented by physicians outlining methodical monthly self-examination techniques.
Accessible Screening Information: Direct operational details regarding complimentary clinical breast exams and mammography screenings available for women aged 40–69 at KETEM (Early Cancer Detection, Screening and Education Centers) and Healthy Life Centers nationwide.
Referencing epidemiological data indicating that 1 in 8 women faces a lifetime risk of breast cancer, the campaign reinforces the clinical efficacy of early diagnosis in successful patient outcomes.
Statement from General Coordinator Kadir Büyükhelvacıgil
Kadir Büyükhelvacıgil, General Coordinator of Tamek Sagra Grup Gıda Üretim A.Ş., stated:
Through our ongoing packaging campaign, we established authentic engagement by printing active everyday verbs on our wrappers. For this meaningful project, we prioritized the verb ‘touch’ to emphasize monthly self-examinations as a primary step in detecting abnormalities early.
Temporarily switching our iconic red wrappers to pink allowed us to turn everyday retail visibility into an educational tool. We are proud to leverage this platform to deliver the essential message that early detection saves lives across broad consumer demographics.
