"Journey to winter in the heart of summer"

Expanding the product portfolio of a brand means more presence in multiple consumption situations and increasing the consumption percentage of that brand's products. Some products are known as seasonal products in the world of marketing and advertising; The consumption of coffee, as the most popular hot drink in the world, increases in the cold season and decreases in the hot seasons.

Ice coffee is a very special product that entered the market with the aim of enlarging the product portfolio of Multicafe. A cool coffee-based drink that can be drunk even in the hottest time of the year.

The campaign "Journey to Winter in the Heart of Summer" was held with the aim of introducing and raising the audience's awareness of this new instant drink with the structure of an Instagram contest.

The first stage of the campaign was engaging the audience to unveil the product; By guessing the name of the product, the audience entered the lottery for a 4-day trip to Kish and a ticket to Kish Snow Park.

The second phase of the campaign focused on increasing sales and product experience with the incentive of a trip to Iceland.