Rejoice: Jeju rose "Mendadak K-Drama"

Rejoice, the shampoo brand, saw an opportunity to launch affordable Korean-inspired shampoo in Indonesia.

Campaign details

Brand: Rejoice Lead Agency: FAB Kerling Region: 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