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Frestea, one of Indonesia’s most beloved ready-to-drink tea brands, launched one of the most dynamic sampling campaigns — introducing new flavors Lemon Lemongrass and passion fruit through an interactive experience that blended gamification, vending machines, and digital redemption. The campaign reached more than 200 million consumers, engaging them through multiple touchpoints — from digital ads to vending interactions and on-ground experiences. What made this campaign truly stand out was its integration of play and participation. Consumers didn’t just claim a free bottle; they played a game to earn it — choosing their favorite flavor, solving an interactive puzzle, and instantly redeeming their reward at Indomaret or vending machines. This playful yet data-driven approach turned sampling into an immersive journey of discovery, achieving an unprecedented redemption rate and a brand recall leap.
From Play to Purchase — Sampling Reinvented
Amid fierce competition in the bottled tea market, Frestea sought to rejuvenate consumer excitement through a new product launch and experiential sampling strategy. The campaign aimed to not just distribute bottles, but to make every trial memorable and measurable. Through Grivy’s gamification module, users were invited to play a digital puzzle and select between the passion fruit or Lemon Lemongrass variant. Each interaction was authentic, joyful, and purpose-driven — designed to generate both emotional connection and behavioral data. This gamified sampling transformed trial into entertainment, creating anticipation and engagement even before redemption. The campaign turned Frestea from a beverage brand into a playful lifestyle experience, capturing the essence of refreshment through interaction.
Driving trial while growing equity for new Frestea flavors
Frestea’s goal was to maximize reach, drive new product trials, and strengthen its leadership in the bottled tea category. Beyond driving volume, the campaign aimed to capture first-party consumer data and understand preference between Markisa and Lemon Lemongrass. The insights would guide future flavor launches, media decisions, and retail partnerships — bridging sampling success with long-term brand building.
A gamified, multi-channel sampling ecosystem.
From Free Bottle to Brand Loyalty — Sampling That Lasts
The Frestea campaign achieved remarkable success both in numbers and impact.
Through Grivy’s gamified ecosystem, Frestea redefined how beverage brands can engage — moving beyond simple sampling into data-enriched, experiential marketing that builds both memory and momentum.
This was not just about giving away tea; it was about giving consumers a reason to remember it.
