Refresh your day!

We launched a new brand of juice-containing drinks!

Client: Natural Juice
Category: Ad Campaigns
Market: O‘zbekiston
Lokals product: Creative platform, advertising campaign
Scale: 1 country - Uzbekistan, 12 cities of presence, 2 product categories, 8+ SKU types
Year: 2025

01 / HOW IT LOOKED

Gallery of materials

02 / CHALLENGE

The business problem the client came with

Develop a launch campaign for the new Muzy line of juice-containing drinks and iced teas. The main goal was to break through the information noise, focus attention on the new product, stimulate trial purchases and become a noticeable, relevant brand for a young audience in the highly competitive beverage market.

Business pain:

successfully launch an unknown product into the overheated juice and tea market, where established global and local players dominate.
build the brand’s visual and verbal language so that it becomes a natural part of the everyday life and content of the young audience.

03 / SOLUTION

The approach we proposed

Research showed that the core target audience (Gen Z) consists of strong switchers who live in the moment and deliberately do not attach themselves to one brand. They crave constant variety and fresh impressions in everything: from content to food. Based on this insight, we positioned Muzy as an ambassador of new impressions and an “everyday drink”, where the wide SKU flavor line became a reason for daily experimentation. We implemented the launch through a high-reach omnichannel campaign: starting with a teaser to capture attention, then releasing a bright reveal that naturally integrated different product flavors into the real lifestyle of young people. To maintain long-term attention and stimulate repeat purchases, we rolled out a series of tactical digital activities that revealed the unique character of each individual flavor.