Brands Ülker brands have contributed to many happy moments experienced by its customers since 1944. For consumers, the Ülker brand name is not only synonymous with quality, but it is also a reminder of happy moments associated with its products. This concept of “happy moments” is the theme which Ülker and all its brands wish to perpetuate through their sponsorships and the projects they support. Ülker’s mission to entertain children and make them happy is illustrated by the company’s numerous “Only for Children” projects. These large projects have been undertaken with the Ülker Smartt brand acting as both a sponsor and a host. The mid-term school holidays were made more exciting for children in 2009 with “Bugs Bunny on Ice”, in 2010 with the “Bugs Bunny and Friends Basketball Show” and in 2011 with “Bugs Bunny and Friends at the Circus. The Ülker Smartt mid-term programs have become an annual tradition, which was enjoyed by 314 thousand children in the third year. Projects that came to life in 2010 included Cola Turka’s sponsorship of the film Yahşi Batı and Bizim Mutfak’s sponsorship of a book , Istanbul in the Kitchen. The sponsorship of the film “Yahşi Batı” by Cola Turka captured the essence of the brand, “Çılgın Turk”. Unlike other sponsorships, Cola Turka was in the heart of the movie’s story. Similarly, in 2010 Bizim Mutfak, known as a brand that provides good taste and innovative products sponsored a cookbook co-authored by Hande Bozdoğan and Lale Apa. The cook book, “Istanbul-Cuisine Contemporaire” contains 130 recipes from 30 famous Istanbul chefs and food critics. Prepared in conjunction with “Turkish Season in France”, the book received a “Special Award” at the 2010 Gourmand World Cookbook Awards ceremony that was held in Paris on February 2010. In 2009, the release of an album by the artist Göksel, “Mektubumu buldun mu?”, was sponsored by Çamlıca Portakallı, a traditional carbonated beverage. The orange beverage that Turkish consumers had enjoyed for 22 years, Çamlıca Portakallı, was reintroduced to the market in 2009 in conjunction with the release of Göksel’s album, which was based on the concept of time travel and featured covers of classic songs from the past, performed by the artist.