Minute Maid Nutriboost

Ping Pong

Background

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.

Challenge

Position Nutriboost as a tasty drink that provides you the nutrition of both milk and juice helping you to sustain energy through the day

Insight

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.

Idea

Use a sport loved by Indonesians, to the level of exaggeration, to show the benefit of the brand.

Results

The campaign is still ongoing

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