Campaign details

Brand: Unilever / Buavita
Lead Agency: Mindshare Indonesia
Region: Indonesia

Strategy

Objective

Buavita is a local juice brand with over 35 years of history. Over the years, new players (majority orange juice) with bigger budgets have come in claiming to have real juice as well, thereby diluting the established strength of Buavita as the one with 3x real juice.

This perception started dragging Buavita's performance progressively to the point where growth was turning negative. To turn the tide, the brand needed to reinforce its superior juice content endowed with natural vitamins that helps consumer be ready to get the maximum out of life.

In context of the brand growth decline Buavita needed to seize a big moment to build back it's superiority and deliver benefit to consumers over an extended period of time to be able to reinforce the same. The task was to penetrate further the guava flavors among the majority orange flavors, and to educate moms to start picking Buavita Guava, that provides three times more vitamin C versus orange flavors.

Target Audience