CITRA PARIWARA 2023
BG Awards (Finalist)
Sayid Muhammad & Luther Yehezkiel
Universitas Indonesia
THE BRIEF: Launch an RTD product named CiTea with YouTube features
Consumer Packaged Goods is one of the most competitive categories in Indonesia. Within CPG, the penetration of bottled beverage products in Indonesia is >90%, and tea is the largest beverage category, with two local brands owning most of the market share.
While the habit of drinking tea itself is part of the daily life of most Indonesians, packaged tea drinks are becoming a battleground for advertisers to win share among Indonesians on the go, especially when they're out of home and need to regularly hydrate in the hot Indonesian weather.
While the habit of drinking tea itself is part of the daily life of most Indonesians, packaged tea drinks are becoming a battleground for advertisers to win share among Indonesians on the go, especially when they're out of home and need to regularly hydrate in the hot Indonesian weather.
