ABC Kacang Hijau: Six-second stories that helped reverse six quarters of decline

Better-for-you beverage brand ABC Mungbean used an online campaign in Indonesia to turn around three semesters of decline with minimal marketing investment.

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...

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