Media People and Performance Media have won the bid to develop the communication strategy for the launch of the JUMI JUMI beverage brand from GLADIO GROUP.
The advertising campaign, which is just beginning, will focus on social media and heavily rely on influencer marketing. It is aimed at Generation Z and Generation Alpha.
JUMI JUMI is a new beverage brand available in flavors like strawberry, pineapple, lychee, mango, banana, coconut, melon, orange, and peach, with the addition of Nata de Coco, a delicacy in the form of jelly-like cubes made through the fermentation of coconut water. Nata de Coco is a traditional Filipino dessert known as coconut jelly.
The main goal of Media People and Performance Media’s efforts is to build brand awareness among the target group, consisting of Generation Z and Generation Alpha, aged 13-17. The communication strategy includes the brand’s presence on social media platforms like Facebook, Instagram, and TikTok, with a primary focus on TikTok. Collaborations with influencers are a crucial element of the campaign. Advertising formats such as video, programmatic, display, and rich media will be used.
The first phase of the campaign, with the slogan “Feel the Chew,” has just launched and aims to capture the attention of young audiences.
“The materials prepared by Media People and Performance Media for the tender demonstrated an excellent understanding of our target group and a good analysis of the consumer profile. They perfectly captured the spirit of our brand, which is why we decided to entrust both agencies with handling our brand’s debut in the Polish market,” said Patryk Rychter, Brand Manager of Gladio Group.
The commercial can be viewed here: