Unilever: Buavita - Shake the Mango in Ramadan

Buavita, a juice brand, advertised on games to reach Muslim mums in Indonesia during Ramadan, which led to a 13% growth in sales.

Campaign details

Brand: Unilever / BuavitaLead Agency: Mindshare IndonesiaRegion: Indonesia

Strategy

Objective

Despite having a total of 14 flavors, one variant i.e. Buavita Guava contributes a huge chunk to the brand portfolio. Further, since 2017 guava flavor was declining in value which required the brand to strategically build a strong second line flavor to step up excitement and protect their stagnant share.

With double digit value growth in 2017, mango as Buavita 2nd biggest flavor had been growing significantly in the past few years. Buavita felt that by riding on the increasing trend of mango...

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