Wonderfarm Wintermelon Tea was a brand with a several-year trend of negative sales and a lack of trade confidence, as the RTD Tea category became saturated with new and aggressively marketed brands. Its 20-year history in Vietnam did not help either, with young consumers seeing it as a brand for their grandparents.
Wonderfarm Wintermelon needed a lifeline to save passive drinkers from lapsing and to take on new consumers. It also needed a major makeover to have young consumers remember the brand for its healthily refreshing benefits.
To give it a personality young consumers could relate to, we created Mr. Wintermelon (Anh Chang Bi Dao), a quirky green Wintermelon mascot whose job is to refresh any situation he comes across. Mr. Wintermelon introduced himself to Vietnam on TV with a signature dance move, and went out to teach it to everyone at malls and supermarkets through activations. He was also seen dancing on his new Facebook page, encouraging everyone to follow along. And everyone did, sparking a new dance craze in Vietnam.
As Mr. Wintermelon’s new dance caught on, so did sales for Wonderfarm Wintermelon – reviving its sales chart 7% and rejuvenating trade. Consumers of all ages took to Bi Dao’s funky personality and dance, improving brand likeability scores, making the campaign Wonderfarm Wintermelon’s most successful one in a very long time.