Minute Maid: No.1 Fans Conviction

The Coca-Cola Company needed to grow the presence of its Minute Maid Pulpy Super Milky drink in China to challenge a dominant rival in the value-added dairy category.

Minute Maid: No.1 Fans Conviction

Suzzane Zhang

Campaign details

Brand owner: Coca Cola CompanyAgency: BBH ShanghaiBrand: Minute Maid Pulpy Super MilkyCountry: ChinaChannels used: Branded content, Online video, Outdoor, out-of-home, Product and other sampling, Television, Word of mouth and viralMedia budget: 1 - 3 million

Executive summary

How can a brand succeed if no one even tries it?

This was the challenge confronting Minute Maid Pulpy Super Milky in China. The leading competitor, Nutri-Express, was dominant – they spent heavily, they had enormous distribution and they owned the category benefit...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands