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As part of its long-term strategy to sustain momentum for its Made of Fusion variants, Frestea partnered with Grivy during Ramadan to accelerate trials, boost recall, and collect first-party data. Through gamification and seamless in-store redemptions, the campaign delivered more than a million redemptions and a measurable uplift in brand equity.
Refreshing flavors for meaningful connections.
The brand’s objective was to deepen consumer connection through meaningful, repeated trial. With its Made of Fusion flavors already in market, Frestea focused on reinforcing preference and presence during a high consumption moment.
Ramadan, with its daily customs and emotional significance, offered the perfect backdrop. As consumers looked for refreshing drinks for iftar and sahur, Frestea used this moment to spotlight its bold Apple, Honey, and Jasmine flavors. By aligning cultural timing with easy access, Frestea made its fusion teas a natural choice during the season of togetherness.
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Drive trial and strengthen brand affinity
Frestea set out to increase product trials and reinforce consumer preference for its Apple, Honey, and Jasmine fusion variants by leveraging the high-consumption Ramadan moment. The campaign focused on reaching mobile-savvy younger consumers who frequently shop at Alfamart and Indomaret, two of Indonesia’s most prominent retail touchpoints. The objective was to create a seamless digital-to-retail journey that encouraged engagement, delivered measurable in-store impact, and built a strong first-party data foundation for future marketing efforts.
A mobile-first full funnel purchase guide tracking & acquiring consumer data to unleash insights to abide!
73% of participants recalled Frestea during Ramadan.
Frestea strengthened its brand presence by reigniting consumer interest and driving meaningful trial during the Ramadan season. By fully utilizing the Grivy Growth Platform, Frestea successfully turned attention into verified action and built deeper consumer relationships.
With over 1.3× the redemption target achieved and a significant uplift in brand recall, Frestea turned Ramadan into a powerful moment of consumer connection. This campaign proved how smart timing, engaging experiences, and data-led strategy can translate into real brand impact and future growth.
