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

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

Explore more from Indonesia

  • 02 Apr Nockers

    Nockers is an enrobed chocolate made up of a combination of 4 ingredients. This is a new product by Indonesian chocolate giant, Delfi. ...

  • 02 Jun YouTube

    YouTube is built on creator content. Indonesians currently are not creating much original content on the platform. YouTube wants to encourage creators to start uploading by introducing them to their YouTube Partner Program that allows them to monetize their creativity as well. ...

  • 01 Jun 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. ...