C2 expands digital footprint through Wander

Havas & Socialyse

The category’s first and only online travel magazine.

THE CHALLENGE

In 2004, C2 Cool & Clean changed the face of the local beverage industry by becoming the first ever ready-to-drink green tea brand launched in the Philippines. As countless beverage brands followed suit and entered the market, the only way C2 Cool & Clean could stay ahead of the pack is to find new ways to create bold and refreshing content to connect with today’s digital population.

We needed to go beyond our digital efforts last 2018 to extend excitement for C2. So how do we create regular consumption habits and reshape our target market’s definition of “refreshment?”

Client

C2, Universal Robina Corporation

Project Tags

C2
Travel
Digital
Beverage
Content

THE SOLUTION

We further studied digital behavior between current Gen Z’ers and younger millennials. In doing so, we highlighted the key interests C2 followers engage with, and learned that 92.44% of our audiences explored trends on travel. We noticed that younger generations define travel as a means to “escape”. Our C2 followers crave to experience the world around them. With daily exposure to available information, their values for holistic health and wellness leads them to explore both online and offline to find fulfillment.

In the last 15 years, C2 Cool & Clean stood as a brand that enables refreshing experiences through digital and on-ground channels. We saw this as an opportunity for the #1 ready-to-drink green tea brand to not only create bolder content, but to refresh travel experiences by giving C2 followers a refreshingly new content platform.

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