WORLD RAKI WEEK —
The annual celebration of Türkiye’s national drink, World Rakı Week is a worldwide celebration of raki culture. For 2023’s edition of World Raki Week, Magnetic & Yeni Rakı gave the UK something to remember.
What began as a London-based celebration of Türkiye’s national drink evolved into a multi-market, multi-channel experience - every bit of it crafted, designed, and delivered by our team.
The challenge
Six Countries, One Spirit: A Global Celebration
In a series befitting a nation’s love brand, we planned, organised and executed 8 events in 10 days across London. From mixology classes in vibrant Shoreditch, to high-end soirèes in Mayfair, it was truly a tale of East meets West. From the campaign strategy, all the way through design and production and to each event, every single detail was conceptualised and produced by Magnetic.
How we navigated it
This translated into multiple sold out events all across Europe, a 2.5k+ increase in Instagram followers, Yeni Rakı’s highest ever shipment (20% increase YoY), and trade partners in 4 new countries signing up to be a part of 2025’s edition of World Rakı Week. More than that, it was a coming together of people, culture and rituals from all over the world - for one single purpose.
What changed
