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 / FresteaLead Agency: MediacomRegion: 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, FRESTEA wanted to be in the mix.

However, FRESTEA has not been a well-known player in Ramadan where other brands has better and longer association with Ramadan. The challenge for FRESTEA this Ramadan was to become the most preferred beverage brand and increasing its...

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