Ichi Ocha: First 100 hours for Instant Awareness in Ramadan

Ichi Ocha, a brand of ready-to-drink (RTD) tea, drove top-of-mind recall in Indonesia in a fiercely fought category.

Campaign details

Brand: Ichi OchaLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

RTD Tea is one of the most fierce contested battle grounds in Indonesia, where Ichi Ocha facing the 3 giant brands which hold 70% market share & dozens of similar small brands.

Ramadan is the biggest consumption period at 1.86 times more than normal period and media is a very cluttered environment during the season.

Challenge for Ichi Ocha was to drive unprecedented accelerated growth and be 'Top of Mind recall' in this impulsive fiercely fought category.

Target Audience

Indonesian youths are multi-screen audiences,...

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