ABOUT

The Brief
The campaign was established to address a lack of emotional relevance for Tropicana Twister during the cluttered festive periods of Ramadan and Eid al-Fitr in Malaysia.

The primary objectives included:
Cultural Connection: Anchor the brand in a deeper cultural truth, transforming it from just a refreshment into a driver of "holistic festive goodness".

Engagement: Increase brand presence through purposeful, social-led consumer engagement.

Sales: Deliver a 50% increase in sales compared to the pre-campaign period.

Perception: Increase positive brand perception by at least 5%.

Target Audience: Reach digitally-connected Malaysians, such as young families and working adults, who want to give back but are often time-starved or unsure how to start.

The strategy focused on "multiplying goodness" by making kindness simple and turning digital engagement into tangible generosity.

Insight: The campaign leveraged the insight that while many Malaysians desire to do good during Ramadan, the hectic nature of modern life often prevents them from taking action.

Digital-First Multi-channel Strategy: Implementation included campaign videos, social media, influencers, public relations, and on-ground activations.

Digital Kindness Chatbot: A chatbot was used to facilitate seamless participation where users could earn "Orange Points".

Pledges: Every click to join equaled one point.

Journaling: Every entry of a good deed performed equaled five points.

Tangible Impact: For every 10 points earned, Tropicana Twister distributed care packs to families in need in collaboration with Kechara.

Tactical Contest: To drive sales, consumers were encouraged to spend RM10, submit their receipt, and include an entry about a good deed to win prizes.

The Results
The campaign was Tropicana Twister’s most successful festive campaign ever, exceeding all KPIs:

Engagement Results:
Garnered over 150 million impressions and 12 million views.
Earned over 74,000 "Orange Points," surpassing the 50,000-point target.
Achieved a PR value exceeding RM970,000 (~USD 230,000).

Sales and Market Growth:
Achieved a 54% increase in sales against the pre-campaign period.
Increased Year-over-Year (YoY) Market Volume Share by 1.7% and Market Value Share by 1.4%.
Outperformed key competitors (Ribena and Marigold), who saw negative or marginal growth in the same period.

Brand Perception:
Positive brand perception jumped by 8% (from 50% pre-campaign to 58% post-campaign), exceeding the 5% target.