Campaign details
Brand: TangBrand owner: Mondelez Philippines, Inc.Lead agencies: Ogilvy Philippines, SOHO Square PhilippinesContributing agencies: Spark Foundry Philippines, Castro Communications PhilippinesMarket: PhilippinesIndustries: Concentrates & cordialsMedia channels: Events & experiential, Online video, Point-of-purchase, in-store, Public relations, Social media, Televison, Word of mouth, influencersBudget: Up to 500k
Executive summary
This case study shows the power of a disruptive purpose to rebuild perceived value in the face of a regulatory-imposed price-hike in a highly price-elastic category.
Faced with an 80% price mark-up, amid an unfavourable economic backdrop, it...