Campaign details
Brand: RejoiceLead Agency: FAB KerlingRegion: APAC
Strategy
Objective
Rejoice Mendadak K-Drama's ultimate objective was to increase market share, especially in the Minimarket channel where Rejoice market share is still under-developed (lower than national share), through being more relevant for Gen Z females. The brand has been struggling to win the heart of the younger consumer segment as they perceived Rejoice as an outdated brand, a "Mum's brand", and not aspirational. These lead to low consideration among young females, and, as result, Rejoice is struggling to grow sales and market share.
In the past...