EXTRA JOSS(Kalbe International, Client from 2005 to 2011)

Challenge:

Create an image for the brand based on potency and convenience, and launch an aggressive marketing campaign to induce trial and usage among the mass market.

LAUNCH CAMPAIGN: “Extra Joss. Extra Lakas.”

Implemented a nationwide ATL program with BTL components such as Sari-sari Store Signage, Supermarket Merchandising campaigns, on-ground activations, sports sponsorships, nationwide raffle promos and transit ads.

Result:

Extra Joss became the No. 1 Energy Drink in the Philippines in terms of sales volume and brand awareness, beating international brands that were present back then.