RMIT Classification: Trusted

AGENDA
1. Category Understanding
2. Target Audience & Insight
3. Brand Challenge
 RMIT Classification: Trusted

1. Category Understanding
RMIT Classification: Trusted
 RMIT Classification: Trusted

KEY COMPETITOR
INTERNATIONAL PLAYERS LOCAL PLAYERS
 RMIT Classification: Trusted

DRINK FOR YOUR HEALTH

Extracted from natural & real fruit
goodness, abundant with nutritious
vitamins and rich flavors to bring
you refreshing great taste sensation
in each sip

#NUTRITIOUS #VITALITY

#NATURAL #VIBRANT

PET PET PET CAN

1L 450 ML 320 ML 320 ML
 RMIT Classification: Trusted

2. Target Audience & Insight

 RMIT Classification: Trusted

Twister is the no.1 juice drink brand with long-standing

expertise, we bring the tasty vitality to give you
A NATURAL MIND-BODY UPLIFTING
FOR A REVITALIZED DAY
RMIT Classification: Trusted
Key visual FOR EVERYDAY OVERFLOWING VITALITY
RMIT Classification: Trusted
TWISTER VISUAL CUES
RMIT Classification: Trusted

#Tasty #Revitalizing

#Natural
 RMIT Classification: Trusted

HOWEVER, JUICE CATEGORY IS EMERGING WITH NEW TRENDS

ROOM FOR GROWTH ORANGE IS OUTPACED BY OTHER EXCITED &
GIVEN LOW PENETRATION MORE REAL FLAVORS

+/- Vol growth

vs YAGO
Category – flavor mix
Penetration in-home % - MAT P4’22

4.5 5.5 +22%

12.8 13.7
Coco / Grass Jelly +11%
Alo vera bit…

6.5
8.5 +31%
15.7 Passionfruit
Weekly penetration in-home 17.8 Peach +14%
Lychee…
Weekly Penetration % Weekly Frequency

47.4

60.5
54.5
-10%
4.8
86.6 76.4 35 32.7 61.3 47.5 51.5 49.2 57.9 27.8
3.4 1.6

CSD JD Tea ED Water Unbranded Fruit Juice RTD Branded Fruit Juice

YTD LY YTD TY
Urban Rural Source: Retail Audit Jul 23

Source: Kantar WP 2023

Source: Kantar Drinking Panel Dec’ 22 Orange single juice Other single Juice
Coconut Juice with Inclusion
 RMIT Classification: Trusted

3. Brand Challenge

“Twister is not my default choice anymore”

Now there are loads of exciting & more natural like
juices offerings that better care for health-
conscious consumers.
 BRAND CHALLENGE SUMMARY
BUSINESS
Reclaim Brand Growth Timeline APR’24 – AUG’24
OBJECTIVE
MARKETING
Increase brand penetration by Retaining current buyers & Reducing lapsers to other Oranges & flavor segments
OBJECTIVES

MAKE EVERYONE BELIEVES THAT NATURAL TASTY TWISTER IS ALL THEY NEED TO LIVE TRUELY Budget
COM OBJECTIVE & NATURALLY
JTBD: Get current Twister users to choose Twister by proving our tasty natural taste at every opportunity $500,000

STRATEGY DELIVERABLES CONSIDERATIONS + MUSTS

A Campaign to drive back the excitement & appealing Campaign Ecosystem: • Follow tone & mood of brand & ensure visual cues
for Twister Orange via associate Twister with naturalness - Comms Idea in Summer 2024 • Ideas delivered 3Rs: Reach + resonance +
& revitalizing by tapping to a relevant consumer insight - Hero Asset response
- Product specific asset • KPI: Market share / sales + Improvements in brand
Product Role: Bring you the goodness from natural fruit - Hygiene content (Taste, Origins) KPIs (Taste, Natural, Revitalizing), and
juice with South America origin - Activation + Digital Ideas Communications KPIs,
“Cam ép Nam mỹ, hái tay tận vườn”
 SET OF KPI
Ensure delivery of campaign goals in term of

BUSINESS MARKETING COMMUNICATIONS DIGITAL LOYALTY

Improve Brand Equity

+1.8% vs. LY 10,000,000 2,000,000

market share + 0.5 pts. vs LY TA Reach participants
Taste
20,000,000 Top 10
+ 0.5 pts. vs. LY Main asset Views Social Buzz Monthly Chart
TOM in Fruit juice category
 RMIT Classification: Trusted

THANK YOU