Client: The Coca-Cola Company
Product: Minute Maid
Category: Food, Beverage, Tobacco
Agency: Mediacom Indonesia
For the beverages market in Indonesia, the toughest challenge each year comes during the festive period of Ramadan. Due to the limited time during the day when consumption is allowed, the category becomes cluttered with brands looking not only to entice consumers to drink their product but also to own a specific moment of the day where their product could fulfill specific consumer needs regarding hydration during the fasting period.
After having been on the Indonesian market for a year, Coca-Cola’s newest product, NutriBoost, still had extremely low consumer awareness levels. The challenge for The Coca-Cola Company was to break through a competitive marketplace with the brand’s first thematic Ramadan campaign while identifying a relevant and own-able moment during the day. The Coca-Cola Company created Minute Maid NutriBoost’s Sahur Wave Alarm, a popular utility that its young target demographic used and shared on social media.
In 2014, Indonesia celebrated Ramadan, the election of a new president and the FIFA World Cup. The culmination of these events challenged brands to find new ways to deliver effective and memorable messages.
During Ramadan, Indonesians need to hydrate to start and end the day, as well as take in daily prescribed nutritional requirements. During fasting periods, those hydration and nutritional needs have very specific times of fulfillment limited to Sahur, which is the first meal before prayers at dawn and the break fasting moment after sunset.
Studying the daily habits of Indonesians and competitors’ efforts, The Coca-Cola Company realized that most consumer advertising activities occurred during the break fasting periods for feasibility reasons. By positioning the unique milk and juice combination of Minute Maid NutriBoost as a beverage to start the day the right way and provide consumers with enough nutrition to get through the day, the brand found a part of the day it could own from a marketing perspective. The remaining challenge was how to deliver the message to a very specific target audience before dawn.
With this thought in mind, the brand focused all of its efforts around Sahur time and on a core target audience of young adults. With these college students and early jobbers in mind, The Coca-Cola Company decided to use social media targeting and on-ground, in-campus sampling at dawn. With Indonesians’ daily hours spent on their mobile phones and with mobile phone alarms replacing alarm clocks, the brand decided that mobile would enable it to bring this new brand closer to its audience.
Many of the brand’s young adult demographic has moved to Indonesia’s larger cities such as Jakarta and Bandung from secondary cities, leaving them living on their own for the first time while working and completing their college degrees. For some, Ramadan, a festive season often spent with close family members, became for the very first time a lonely experience.
Another opportunity within this specific audience was their struggle to wake up before dawn for prayers and the first meal. Without family members around to wake them and prepare their meals, many of these young students and first jobbers often woke late with just enough time to pray and run off to school or work, leaving out one of the two permitted meals per day.
The Coca-Cola Company developed a rich media display ad highlighting the Minute Maid NutriBoost product and connected it with Sahur. With every display ad delivered, users had the option to sync up a Minute Maid NutriBoost Sahur Alarm on their mobile phone calendars to help them wake up in time for Sahur and prayers. In addition, the rich media ad also included a share button, where users could upload the same message on Facebook and reach out to friends and family members to encourage them to share the experience.
Working alongside social media-promoted content and radio amplifications, mobile played a personal and impactful role in bringing back proper nutrition while raising awareness for Coca-Cola’s newest drink in the market.
Below are the results of the campaign: