The Campaign

Minute Maid is set to re-enter the Singapore market with a brand new product - Pulpy Orange, after several years of absence. Juice is a cluttered category with many brands vying for a share of throat. Two key brands, Marigold and Fruit Tree Fresh, took up 40% volume share, with Sunkist at a distant thrid place of 9% share. The creative thought behind the entire campaign was "Where's the Pulp?" and this was consistently showcased through all touchpoints in the highly synergised campaign: - Foundational awareness generated through TV campaign and island-wide out-of-home presence through 6-sheet posters - Activation idea bringing to life "Where's the Pulp?" incorporating first-ever creative poster execution, retail sampling, fresh brand experience, consumer engagement and radio on-air amplification.

Success of the Campaign

Client has not only met the KPIs set for this campaign, but it has exceeded target just after Month 1 of the launch. Volume share target at 5%, actual achieved 10% Total brand awareness target was 25% and it achieved 40% Ad breakthrough achieved an astounding 56%, highest in recent years amongst the Coca-Cola brands. It is an evidence that "Where's the Pulp?" was well-received and has high-recall among consumers.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Base awareness was generated with high 900 GRPs on high-reach Terrestrial TV. Incremental reach was built via islandwide placements of 450 outdoor posters with pulp-bursting visuals. These 2 media formed the foundation of the campaign awareness and allowed for creative activation to be built upon. The objective was putting Pulpy into consumers’ hands - a hoarding of a Minute Maid bottle was built to contain “oranges” – representing orange pulp. Pulpy ambassadors, including famous radio DJs were on hand to engage with pedestrians along busy-weekend Orchard Road. They encouraged consumers to collect the “oranges” to redeem a free chilled bottle of Pulpy. Long queues formed and consumers were pleasantly surprised with such innovative sampling. Amplification of the activation was expanded onto the radio airwaves with post-event capsules of consumer vox-pox. These hoardings travelled round Singapore to net a wider audience with experiential sampling.