Unilever: Buavita - Shake the Mango in Ramadan

Buavita, a juice brand, advertised on games to reach Muslim mums in Indonesia during Ramadan, which led to a 13% growth in sales.

Campaign details

Brand: Unilever / Buavita Lead Agency: Mindshare Indonesia Region: Indonesia

Strategy

Objective

Despite having a total of 14 flavors, one variant i.e. Buavita Guava contributes a huge chunk to the brand portfolio. Further, since 2017 guava flavor was declining in value which required the brand to strategically build a strong second line flavor