Mangajo Iced Tea Drinks: FMCG/Brand positioning

Challenges:
The soft drinks industry remains one of the most competitive FMCG categories. The iced tea market is being squeezed by brands such as Liptons and a range of new ‘better for you’ brands.

Solutions:
We took the product truths about Mangajo and the growing trend for sushi across the UK and Europe;
• Strategically align the brand as the perfect pairing with Asian cuisine

Campaign Idea:
‘Deliciously Balanced’ – targeted at healthy/wellbeing conscious women who enjoy sushi at lunch times
Creative direction focuses on ‘balance’ to reflect a key principle in Japanese design, as well as simplicity and the elimination of clutter

Impact:
New listings across major supermarkets and foodservice, most excitingly within Sushi Daily stores in John Lewis foodhalls.