Category
Beverages
Challenges
The diet cold drink market is dominated by Coca-Cola and Pepsico. We had to compete with the market leaders with our relatively expensive products.
Our Approach
We quickly realised that we could not depend on generic keywords for this category. Therefore, we planned a different positioning strategy - to highlight their ingredients and benefits like Ashwagandha Drink, Immunity Booster, Green Tea Drink, etc. We displayed these banners on keywords like Diet Coke and Red Bull. We started seeing conversions through banners in less than 3 months and increased the revenue by 28% QOQ. Furthermore, we endorsed Shraddha Kapoor as she resembled our health-benefiting products against the competitors' ambassadors showcasing Macho's personality.