Minute Maid
Pulpy orange
How can we elevate the category leader's appeal while it is already No.1?
Client
Coca Cola
Place
Indonesia
Category
Retail
Type of Work
Research
Positioning
Comms Design
OOH
Social
Leveraging Indonesia's widespread smartphone usage and robust 3G internet connectivity, can we harness this potential?
Drawing from the deep-rooted habit of shaking the bottle to blend pulp and juice, we crafted a campaign focused on this ritual – "What’s Your Ritual" – celebrating the diverse and creative expressions of our audience in shaking the bottle.
We provided platforms for individuals to showcase their inventiveness by sharing videos on our dedicated Portal and Facebook page.
Encouraging meaningful participation, we offered coveted prizes such as sports cars, motorcycles, iPads, and internet data cards for the most imaginative videos, judged by a panel of experts and Indonesian citizens.
The campaign focussed on the young audiences. All they had to do was to shoot a video of the way they shook the bottle to blend the juice and pulp and upload it to the dedicated Facebook page.