Minute Maid Pulpy

Fairy

Background

Minute Maid Pulpy is one of Coca-Cola Indonesia’s largest brands and the top player in the juice drinks market.

Challenge

Drive frequency of the consumption of the product. Also, to make Minute Maid Pulpy Orange synonymous with containing real pulp

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Insight

Brand integrity is linked closely with product integrity in the consumer’s mind.

Idea

Claim pulp superiority. Show that Minute Maid Pulpy Orange is not just an orange juice drink, it is the tastiest one because of its undamaged, superior, selected pulps

Results

– Spontaneous Brand Awareness increased by 10 points
– Ad Awareness increased by 8 points
– Contains real pulp increased by 2 points

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