Results and Effectiveness

For a budget of zero but with a clever idea we delivered: 1. Over 73,000 product trials 2. 80% of Broadway consumers ‘liked’ to be served with chilled MM right after purchasing at stores 3. Overall brand awareness increase by 700 BPS (Source: BCube) 4. Brand awareness for key age group 12 to 19 increased 600 BPS (Source: BCube) 5. For home consumption intent increase 400 BPS (Source: BCube) 6. Media exposure equivalent of HK$2,000,000 (US$260k)

Creative Execution

Connecting the brand to Hong Kong consumers with a zero budget was a challenge we relished. We generated an idea to partner with Broadway, Hong Kong’s second largest electrical retailer, for 3 key reasons: millions of our customers use their stores every week, secondly they have lots of fridges, and thirdly they have lots of television screens. We supplied Broadway with Minute Maid products which featured in a sales promotion for any purchase of a fridge. We ensured that every fridge on display in Broadway for the entire 2 months of the campaign were fully stocked with our product showcasing and reminding our consumers where they needed to put their favourite Orange juice! The real genius of the idea however was the exposure of our TV commercial on Broadway’s Television screens – we looped the 30” commercial ensuring any consumer entering Broadway faced a ‘wall’ of our commercial for 2 months.

Insights, Strategy and the Idea

Minute Maid (MM) faced 2 key challenges in 2011: market share pressure from a key competitor, weakened brand salience, and consumer concern of “too sweet taste”. Having reformulated the product Minute Maid was re-launched with Orange Pulpy bits in 2010 and 2011 via an effective media campaign. The challenge we faced in 2011 was how to continue the momentum of the brand and product trial with a minimal budget – indeed for April and May 2011 we decided to spend zero media dollars but we recorded positive brand & product trials. In Hong Kong’s hot summers we knew that consumers enjoyed our product chilled. We also had a fantastic TV commercial from the product re-launch earlier in the year. So how did we increase brand momentum and generate sales with a budget of zero?