Falım, meaning 'my fortune' in Turkish, was launched in 1989 and has grown considerably in it's home country - in todays market it holds a 25 % share of the entire sales of chewing gum sold in Turkey and is available in 95% of all Turkish retail outlets.
The original concept behind Falım’s launch was inspired by the ancient habit of chewing natural mastic, so as a result, the product itself has no added sugars or artificial sweeteners. It is called the “real” gum or “gum for chewing” by it's fans thanks to its patented formulation that yields elastic, bouncy and mouth-filling gum!
Falim is retailed with a unique marketing concept rooted in another traditional Turkish element: fun and fortune messages about love and fate. These messages are written in a well established Turkish folk poetry format with strong rhymes and messages on the inner wrapper.
Although FALIM is a reflection of tradition and heritage, it is also an innovative brand as it was the first unsweetened product to be available in fruit flavours and the first unsweetened product to add value to its dental claim by launching the bicarbonated Falım Işıl range. This range is a clinically approved formula for plaque reduction and tooth cleaning and because Falım is a unique and traditional “unsweetened” gum, it is also perceived as the “natural way” of maintaining oral health.
Quick Facts
It was crowned as “ the most successful fast moving consumer brand created since the foundation of the Turkish Republic in 1923)” (Turkish Advertising Association Awards Ceremony, Crystal Apple, in 2000.)
Consumption of Falım is 80,000,000 pieces a day.
Falım’s fortune telling messages have previously given consumers the opportunity to meet each other - and some of them have even got married!