Agency: Entropia Malaysia
Campaign Strategy
By the end of May'16, the carbonated soft drinks (CSD) volume growth was on a plateau with marginal growth at 1% in Volume. Competition was tight as CSD players were dropping prices making Category even more intense in price competition. Within a challenging environment in a stagnating category, Mountain Dew and Fanta was the only Brands which saw an inverse order amidst the stagnation, cushioning the effect of the said Category. With the combination of the size of the Cola Category and low pricing from Competitors especially Fanta, growing volume and gaining share within...