Campaign details

Brand: SPVB/ TROPICANA TWISTER
Lead Agency: MINDSHARE VIETNAM
Region: Vietnam

Strategy

Objective

There’s a growing trend in health & wellness. Consumers are paying more attention to what they consume and getting more educated. The juice category is growing 20%, in which competitors started capturing an upturn trend with innovation and new flavors. The Twister brand, however, had been silent in 2017 which led to losing share and declining lynchpin equities. So, our objective was to strengthen Juicy Drink equities for Twister (Naturalness and Great Taste) to increase consumer consumption.

Target Audience

We were targeting a young audience, people 18-29 who are students & first-jobbers. They are actively and ambitiously living their life to the fullest. At the same time, they are trying to take care of themselves from the inside out, to experience a healthy life.