Campaign details

Brand: Ichi Ocha
Lead Agency: Mindshare Indonesia
Region: 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, During Ramadhan first week is dominated by YouTube while First two weeks is dominated by TV. Based on Google's 2017 data, the growth was reaching 1.5 times overall watch-time uplift during the season, across variety of topics.

Creative Strategy