Mizone Olimpiactiv

Mizone, an energy drink brand, increased brand uplift by creating the world's first digital sporting event on mobile.

Campaign details

Brand: MizoneLead agency: VML IndonesiaRegion: APAC

Objectives

Over the past five years, sports drinks have exploded on to the shelves of hot and humid Indonesia. Volume and value shares have nearly doubled in these years and now the category is brimming with several brands trying to compete for a share of the consumers' throat. (Euromonitor: Sports Drinks in Indonesia).

However, the strategy of multiple flavors risked putting Mizone towards a relatively undifferentiated space in the larger beverages category. The brand now had to fight harder for a share of the throat of a...

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