How Finland's most followed soft drink brand's TikTok account was created in just a few months.
Jaffa Juicy is a sub-brand of the iconic Jaffa soft drink, specifically targeted at Generation Z. The drink was launched with the help of YouTube influencers in spring 2020. While the launch activities brought Jaffa Juicy to the target audience's attention, accelerating growth required new, bold measures. The goal was to increase Juicy's awareness, desirability, and sales among Generation Z, and to make the brand the most desired fruit-flavored soft drink among young people in the long term.
As a brand, Jaffa has always been "authentically real," so Jaffa Juicy wanted to engage with Gen Z with the same ideology – genuinely where they are, in a way that is natural and right for the platform. In light of research and previous campaign experiences, TikTok proved to be the most effective channel to reach and genuinely engage with Gen Z. Therefore, activities for the end of the year and the upcoming year 2022 were decided to be focused on TikTok. Instead of a single campaign, we opted for a continuous content marketing model, Jaffa Juicy's own TikTok account, with the goal of not only reaching the audience but also building a community and fostering dialogue.
The core of Jaffa Juicy's marketing is the House of Juicy TikTok account and discussion platform, where topics of interest to Gen Z are addressed through entertainment: current trends and phenomena, self-expression, and tips and tricks for everyday life.
“Make TikToks, not ads.” is TikTok's top recommendation for brands establishing a TikTok account. However, this doesn't mean that the brand and the product itself cannot be involved in an interesting and insightful way. The Jaffa Juicy can is present in every piece of House of Juicy content, either in the background or as a natural part of the video. The channel's visual identity was created to strengthen the brand connection. In the minds of young people, Jaffa Juicy is linked to an entity that provides entertainment, inspiration, and tips for their lives – elevating them and making their voices heard. Such brands are memorable and influence choices on the beverage aisle.
+35.000 followers
"Jaffa on perinteisesti ollut lapsiperheiden suosikkibrändi, ja halusimme kasvattaa Jaffasta relevantin myös nuorelle kuluttajalle Jaffa Juicyn avulla. Tähän löysimme loistavan kumppanin Trootista, joka ymmärtää missä kanavissa ja millaisen sisällön parissa Gen Z viihtyy. Emme halunneet tehdä yksittäistä kampanjaa, vaan luoda pitkäaikaisen suhteen nuoriin kuluttajiin – tähän olemme todella päässeet TikTok-tilin kautta. Brändirakkaus Jaffaa kohtaan nuorten kuluttajien (16-29-vuotiaat) keskuudessa on kasvanut vain neljän kuukauden TikTok-tekemisen jälkeen todella paljon (60% à 70%)."
Working with Troot is a true partnership where we collaboratively strategize on how to achieve our goals. Our sales targets are incredibly ambitious – compared to last year, we've seen significant growth in Juicy sales since the launch of the TikTok account, and sales growth has accelerated even further in the last two months. We eagerly anticipate what's next, as the Troot team has excellent suggestions on how to keep the content engaging for young people while still reflecting the Jaffa Juicy brand.
