Ichi Ocha: First 100 hours for Instant Awareness in Ramadan

Ichi Ocha, a brand of ready-to-drink (RTD) tea, drove top-of-mind recall in Indonesia in a fiercely fought category.

Campaign details

Brand: Ichi Ocha Lead Agency: Mindshare Indonesia Region: Indonesia

Strategy

Objective

RTD Tea is one of the most fierce contested battle grounds in Indonesia, where Ichi Ocha facing the 3 giant brands which hold 70% market share & dozens of similar small brands.