International Wonda Coffee Day 2016

Etika Sdn. Bhd., the Malaysian FMCG manufacturer, competed with Nescafé with its Wonda Coffee brand on International Coffee Day.

Agency: Dentsu Malaysia

Campaign Strategy

Wonda has been celebrating International Coffee Day as the brand's annual event since 2014. Our biggest competitor, Nescafe, responded to this by mirroring Wonda's International Coffee Day campaign with promotions of their own in the following week after our campaign.

But in 2016, they finally retaliated in a big way. Their strategy was to roadblock all key mainstream mediums which included:

  • The front page of all key mainstream newspapers (during the days Wonda would celebrate International Coffee Day).
  • Radio airwaves
  • Wonda's sampling activities through exclusive tie-ups with radio cruisers.

Nescafe has been the dominant...

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