How to Build Indonesia’s Most Loved RTD Tea Brand
Launch and Grow Danone Caaya RTD Tea Brands in 2018
To launch, as well as grow in the saturated market of RTD Tea Brands in Indonesia, we need to develop something unique that can resonance the brand’s best self and its value manifesto to the right audience.
First Step:
Communicate the Unique Tea Taste
Different than other RTD Tea Brands, Caaya taking inspiration from the unique, heritage taste of Indonesian’s finest flavor. Thus, to make it relevant to the audience, we create a visual representative and copy that can help illustrate the uniqueness of Caaya that they never taste before
Soothe Me for Vanilla Pandan Flavour
Power Me for Toasted Rice Flavour
Revive Me for Jasmine Flavour
Second Step:
Boost Consideration by Collaborate with Relevant KOLs
From each taste, we develop and tap in to different kind of cohorts/personality that can relate t0 what Caaya wants to be perceived as a brand: A Unique Tea Brand that Brings the Authenticity of Indonesia’s Flavour Heritage.
From that commnication objective, we develop 3 different cohorts that inspired from each taste and personalised by 3 different KOL/celebrity figures in one manifesto video.
Based from the “Real Tea Flavour” that the brand’s bring, we develop the “Real Indonesia” (Indonesia Yang Sebenarnya) Communication that exhibit the modern intepretation of what Indonesia’s heritage through the eye of each Influencers and Caaya flavours.
Third Step:
Sustain the Communication by Embracing the UGC
Since the inception of “Indonesia yang Sebenarnya” campaign, we ask the audience to share their own version of how they consume the product alongside the authentic image of their own interpretation of its key message. This UGC campaign, combine with how young Indonesians are proud to share their identity and proudness in social media, has made Caaya share of voice leap to the top 3 most well known RTD Tea Brand at the end of the campaign.
More than a thousand submission submitted organically to show how proyd they are as an Indonesian alongside Caaya
This adwork was created during my tenure at Lion and Lion Digital Agency as a Creative Lead (2018-2019)
During that period, I responsible for leading, directing, as well as collaborating ideas that fit and also answer the strategic thinking that can solve client marketing as well as business objective