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The Frestea Jasmine Honey Lychee campaign introduced a new dimension to beverage marketing by combining digital play with physical experience. With a gamified approach powered by Grivy, users were invited to complete a puzzle challenge to earn a free Frestea — redeemable at Hypermart and Hero.The campaign reached over 300 million consumers, engaging them through 12 integrated touchpoints, including Smartfren, Bonstri, YouTube, Meta, TikTok, Samsung Gift, and on-ground social media activations. Unlike conventional sampling campaigns, Frestea used gamification and real-time optimization to drive excitement, learning, and brand love simultaneously. This innovative mix made sampling fun, measurable, and shareable — turning every bottle into an experience of play and discovery
From Play to Purchase — When Refreshment Becomes an Experience
Frestea’s Q1 2025 activation was a celebration of play and connection. Instead of relying on conventional value offer-driven promotions, the brand turned product trial into a moment of joy. Through Grivy’s digital gamification interface, users solved a vibrant puzzle featuring Frestea’s new Jasmine Honey Lychee flavor visuals. Upon completion, they instantly unlocked a free product voucher redeemable at Hypermart or Hero. This approach transformed Frestea from a functional beverage to a refreshing experience — one that entertained, rewarded, and resonated emotionally. Every digital action flowed into a physical trial, closing the loop between online curiosity and offline engagement. In doing so, Frestea proved that refreshment could be playful, purposeful, and personalized at once
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Driving discovery through experience and understanding
Frestea aimed to introduce its new flavor variant while deepening emotional engagement with consumers. Beyond driving trial, the campaign sought to build brand affinity through interaction, learning when and where consumers engage most. The ultimate goal was to shift sampling from transaction to transformation — turning awareness into meaningful brand moments.
Gamified sampling meets precision engagement.
The Frestea Jasmine Honey Lychee campaign proved that refreshment can be both engaging and intelligent. By merging play with purpose, Frestea achieved more than product trials — it built emotional connections and reshaped consumer perception of the brand. The campaign delivered over 2x engagement impact compared to standard sampling initiatives, driving stronger preference and turning interaction into advocacy. Beyond redemption, it became a learning milestone for how gamification can fuel brand relevance in a mature market.
