Campaign details
Brand: Unilever / BuavitaLead Agency: Mindshare IndonesiaRegion: 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...