On the surface, Kiwis are a relatively passive people who usually prefer to avoid confrontation, rather than directly address it. However there is one issue that has been bubbling under the surface and threatening to divide the nation. Keri Juice has bravely chosen to shine a spotlight on the conflict, asking you to pick a side… Pulpy or Smooth?

We collaborated with Two Hearts to create a viral music video, an army of KOLs had public arguments and gave followers the opportunity to pick a side, and a voting mechanic on-pack and in OOH allowed Kiwis to state whether they’re on Team Pulpy or psychopaths who prefer Smooth.

Impact:

Despite a global orange shortage, the campaign saw Keri juice grow it’s market share and dominate the supermarket shelves. And this approach became a benchmark for how The Coca-Cola company should engage KOLs for the Keri/Minute Maid brand in APAC.