Migros Türk

Migros Türk is the largest supermarket chain in Turkey. Founded by Migros Switzerland in 1954, the former Migros subsidiary has been operating independently since 1974. The chain was allowed to keep its name and appearance, and the logos, for example, still look confusingly similar today. And the Migros DNA can still be seen in the products: The Turkish version of the instant coffee still bears the suffix "Gold" - loosely based on its great role model Nescafé.

And the advertising? Well... Whether the rather disturbing motif with the coffee cup that prevents the eyelid from closing really encourages the desire for the instant brew is questionable. The Serdesin agency from Istanbul presents pupils that are more reminiscent of drug consumption than coffee enjoyment. However, a true Migros-Turkish child is unlikely to care about the quality of the advertising anyway. (hae)