Minute Maid Nutriboost
Nutriboost is part of the Minute Maid portfolio, from The Coca-Cola Company. The drink is a combination of milk and juice claiming to give the drinker benefits of both. Indonesians consider the combination of milk and juice odd in terms of both taste and benefit.
Position Nutriboost as a tasty drink that provides you the nutrition of both milk and juice helping you to sustain energy through the day
Indonesians have the need to be seen doing/eating/drinking healthy things. Also, it is a common misconception that it is in the nature of good things to not taste good.
Use a sport loved by Indonesians, to the level of exaggeration, to show the benefit of the brand.
The campaign is still ongoing