The Coca-Cola Company: : Take it Easy, FRESTEA Worth the Wait

Frestea, a ready-to-drink tea brand, used tailered social posts to counter competition and achieve a volume uplift of 3% in Indonesia.

Campaign details

Brand: The Coca-Cola Company / Frestea Lead Agency: Mediacom Region: Indonesia

Strategy

Objective

Ready-to-drink (RTD) Tea is the biggest sub-category within beverages, second only to water. And FRESTEA's growth has been stagnant in the past 7 months before Ramadan. As Ramadan was the momentum for increased consumption on beverages for Indonesia,

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