Minute Maid: No.1 Fans Conviction

Suzzane Zhang

Campaign details

Brand owner: Coca Cola Company
Agency: BBH Shanghai
Brand: Minute Maid Pulpy Super Milky
Country: China
Channels used: Branded content, Online video, Outdoor, out-of-home, Product and other sampling, Television, Word of mouth and viral
Media budget: 1 - 3 million

Executive summary

How can a brand succeed if no one even tries it?

This was the challenge confronting Minute Maid Pulpy Super Milky in China. The leading competitor, Nutri-Express, was dominant – they spent heavily, they had enormous distribution and they owned the category benefit of nutrition.

To force the issue and get our product directly into consumer hands, we came up with a unique entertainment property for the brand that gave people a different, more engaging reason to use the product – and turned sampling into entertainment. This was provided by its slightly crazy, very determined and eminently watchable 'No.1 Fan, the Strawberry Cow'.