Minute Maid Pulpy Super Milky asked BBH Shanghai to find a way to give people a different, more engaging reason to try their product.
We created a unique entertainment property that turned sampling into entertainment. This took shape in the form of the slightly crazy, very determined and eminently watchable No.1 Fan, the Strawberry Cow.
We put Minute Maid Pulpy Super Milky into the hands of more than 108,000 consumers in a variety of crazy, jester ways and we turned his ‘ambushes’ into the content that was viewed more than 838 million times online. The effect on business was immediate: 41% growth in sales value and 10% improvement in volume share – all achieved with a budget that totaled only 7% of the market leader.