Exercising Playful Activation
Frozz is a refreshing cool mint candy brand that has been a part of the Indonesian market since 1992. Setting itself apart from other mints, Frozz offers sugar-free delights, a safe treat for anyone, particularly those embracing a healthy lifestyle with sugar limitations.
However, the competition in the mint candy category has grown increasingly fierce. Buying decisions for confectionery products are often driven by impulsive choices, meaning consumers typically make unplanned purchases and rarely buy them online. Coupled with the pandemic situation we've all experienced in recent years, these challenges have made it more difficult for them to maintain its top-of-mind position in the market
Riding The Korean Wave
One of Frozz' strategies has been to tap into Korean pop culture, which is a great interest of their target audience. For that reason, Frozz collaborated with a Korean Pop Culture Icon, and to support this collaboration, CDL assisted in launching the "Frozz Daebak" campaign. It is a campaign where consumers collect the unique codes on its packaging in exchange for a grand prize: a trip to Korea.
This campaign involved transforming the social media content and youtube video series to make them more relevant to the target audience, specifically fans of Korean pop culture (including concepting the KOL collaboration and the winners trip to support the success of the campaign).
The result? The Frozz Daebak campaign successfully increased Instagram followers by a remarkable 157% during the period from January to July 2023.