The Coca-Cola Company

Case Study

Frestea collaborated with Grivy to bridge the gap between regional distribution and digital engagement through a technology-driven "Push-Pull" strategy. By utilizing a WhatsApp-integrated "Peel & Win" mechanic, the program incentivized retailers to prioritize Frestea on-shelf and maximize stock-in levels in exchange for instant rewards and a share of a multi-hundred-million Rupiah prize pool, including GoPay, gold, and premium motorbikes. Using WhatsApp as the main interaction channel removed technical barriers and enabled easy participation at scale. This transformed a traditional trade promotion into a structured, trackable, and fraud-controlled activation—allowing Frestea to reinforce shelf visibility while gaining real-time insight into trade participation and performance.

<10%

Consistently low invalid code rate, reflecting strong validation controls and safeguarded reward integrity at scale.

90%+

Reward delivery success rate, ensuring smooth fulfillment and sustained consumer trust throughout the promotion.

Repeat participation, indicating multiple pack purchases driven by the Peel & Win reward mechanic.

The Story

Retailer-led promotions are vital for driving product availability and shelf visibility, yet they often lack measurable consumer engagement and suffer from operational friction or reward leakage. Frestea’s challenge was to design a unified "Push-Pull" activation: one that incentivized retailers to maximize stock while simultaneously empowering them to drive consumer sell-through. The goal was to create a seamless, high-impact journey that synchronized trade motivation with consumer demand without increasing execution complexity.

The Goal

‍Driving Distribution While Stimulating Consumer Demand

The objective was to execute a retailer region-activation that encouraged retailers to push volume and prioritize shelf placement, and consumers to purchase. By linking carton purchases to a WhatsApp-based Peel & Win experience, Frestea aimed to create a balanced push-and-pull mechanism that supported distribution goals while delivering measurable consumer participation.

The Solution

A WhatsApp-Led Retailer Activation Engine

The Result

Activated regional retailer participation with controlled rewards at scale, delivering 2x repeat participation per consumer

Frestea successfully activated regional retail participation while maintaining rigorous control over high-value reward distribution. The program was strategically designed to convert product availability into sustained buying behavior by giving retailers a clear, rewarding reason to prioritize Frestea on-shelf. By linking carton purchases to a seamless WhatsApp-led experience, Frestea ensured that trade-level stock-in was directly tied to consumer-level engagement, reinforcing both shelf dominance and sell-out performance. Through this retailer activation, Frestea achieved five core operational objectives:

Verified Scale: Validated unique packaging codes at scale to ensure rewards were tied exclusively to legitimate carton purchases, protecting trade investment and driving repeat sell-through.
Frictionless Re-engagement: Leveraged WhatsApp as the primary channel, making it easy for retailers to participate immediately after each purchase, which delivered a 2x repeat participation rate.
Tiered Reward Management: Distributed instant rewards and premium grand prizes (motorbikes) through a transparent, automated system that built long-term trust with trade partners.
Operational Discipline: Utilized a fraud-controlled backend to monitor participation in real-time, preventing invalid entries and ensuring total reward integrity.
First-Party Data Capture: Successfully built a database of engaged retailers, providing Frestea with the insights needed to power future localized and national trade programs.

This activation proves that a Peel & Win mechanic, when backed by a secure digital infrastructure, does more than generate short-term excitement—it strengthens long-term shelf presence and creates a repeatable model for sustainable trade participation.

The Story

The Goal

The Solution

The Result

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