Campaign details
Brand: ReviveAgency: Dentsu RedderRegion: APAC
Strategy
Objective
Revive is the dominant leader in the Isotonic/Sport Drink category and keeps widening the gap. The problem is this category is shrinking with no growth in many years due to low penetration. Revive has tried to increase penetration but to no avail. A big part of this halt in growth is ironically because most people perceive isotonic drinks are only for serious sports players - because they don't play sport very often, isotonic drinks are IRRELEVANT to them.
As the dominant leader, Revive has set out...