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,...