Minute Maid: No.1 Fans Conviction
Suzzane Zhang
Campaign details
Brand owner: Coca Cola CompanyAgency: BBH ShanghaiBrand: Minute Maid Pulpy Super MilkyCountry: ChinaChannels used: Branded content, Online video, Outdoor, out-of-home, Product and other sampling, Television, Word of mouth and viralMedia 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...