Racheal Lee
Jul 31, 2013

Mizone launches campaign for Ramadan limited-edition flavour

JAKARTA - Mizone has launched an online campaign for its limited-edition flavour Mizone Blewah, promoting the product's ability to help restore body, mind and mood during the fasting season.

Mizone launches campaign for Ramadan limited-edition flavour

Developed by VML Qais, the campaign includes a mix of offline and online initiatives. The offline initiatives are being handled by an undisclosed local agency. VML Qais is handling the online initiatives, such as branded content and Facebook ad units, which are meant to drive awareness and action, while promoted tweets increase reach using the hashtag #NiatBaik (meaning: good intention). In addition, the campaign includes online banners on forums and online portals such as Kaskus.

The campaign also features a website designed to help consumers during this period of spiritual importance. It has two major components, a location-specific countdown timer that provides information on when to start and break the fast, as well as a series of sharable and good deed pledges.

Peter Harjono, brand manager at Mizone, noted that the bottle’s design and communications are centred around marking this religious period and helping people succeed in their endeavour, both physically and personally.

Mizone Blewah is only for release during the Ramadan period. 

Keith Timimi, chairman at VML Qais Indonesia, said the objective of the site was to do something more meaningful than simply launching the new product.

“We wanted to show the people of Indonesia that Mizone supports this significant period, and celebrates people’s good deeds pledges,” he added.

Source:
Campaign Asia

Related Articles

Just Published

5 hours ago

Opinion: Jaguar’s rebrand might actually be a ...

I’m going to go against the grain here and say I think Jaguar’s new rebrand is a genius move.

6 hours ago

PR makes the leap to Bluesky—but what’s the verdict ...

As social media users appear to flee X in favour of the aptly named alternative—Bluesky—PRWeek UK asks comms pros how they’re finding the new platform in its early days of popularity.

6 hours ago

Burson hires Edelman’s Taj Reid as global chief ...

Reid replaces Simon Shaw in the role.

6 hours ago

Will the Coca-Cola ad deter brands from using AI in ...

Social media users have criticised the brand's use of AI in its 'Holidays are coming' ad.