Minute Maid Pulpy: The Real Juice Challenge
Guillaume Pagnoux
Campaign details
Brand owner: The Coca-Cola CompanyAgency: Ogilvy ActionBrand: Minute Maid PulpyCountry: MalaysiaChannels used: Other and ambient media, Point-of-purchase, in-store media, TelevisionMedia budget: 1 - 3 million
Executive summary
In June 2012 in Malaysia, market leader Tropicana Twister started a war to eliminate Minute Maid Pulpy. It launched a 'three times juicier' superior fruit juice product at a 40% cheaper price point and hired three local celebrities to promote it.
Unfortunately, the brand had very little ammunition to retaliate. Its...