Campaign details
Brand: ABC Kacang HijauBrand owner: Kraft Heinz IndonesiaLead agency: VML IndonesiaContributing agencies: Starcom IndonesiaCountry: IndonesiaIndustries: Fruit & vegetable juicesMedia channels: Online videoBudget: Up to 500k
Executive summary
In the highly invested and contested ready-to-drink beverages category in Indonesia, ABC Kacang Hijau (mungbean) from Kraft Heinz turned around three semesters of decline with a measly US$300,000 marketing investment.
By positioning the brand not as a solution to hunger, but as a solution to anger for young urban Indonesian professionals who were unable to cope...