Breathing New Life into Greenfields’ Flavoured Milk Line: A Growth Story
Consumer preferences evolve rapidly, and brands must keep up or risk fading into the background. Greenfields faced this reality when its Mochaccino Milk worked hard to gain traction, while its once-popular Strawberry and Low-Fat Mochaccino Milk saw sales stagnate. With a limited window, Greenfields needed more than a campaign—it needed a movement to drive growth.
Turning Passive Buyers into Engaged Advocates
Instead of a traditional marketing push, Mashwire ignited a competitive, community-driven experience: #GFTeamStrawberry vs. #GFTeamMochaccino. This wasn’t just about flavour—it was about identity. Consumers didn’t just choose a drink; they took a side, championing their favourite in a playful rivalry that turned preference into participation.
With key opinion leaders (KOLs) leading the charge, each flavour found its own squad of loyalists, with some advocating for Team Mochaccino, and others supporting the Strawberry Team. Ultimately, this campaign drives conversations and amplifies brand affinity. Suddenly, purchasing a bottle wasn’t just a transaction—it was a declaration of allegiance.
Real Results, Real Growth
The campaign wasn’t just about visibility—it delivered measurable business impact:
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Unprecedented Brand Reach: The campaign significantly expanded Greenfields’ digital footprint, ensuring high visibility and engagement across social platforms.
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Strong Sales Momentum: Both Mochaccino and Strawberry Milk experienced sustained sales growth, proving the power of an engagement-led strategy.
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Record-Breaking Participation: Thousands of consumers actively engaged in the campaign, with contest entries seeing exponential growth week over week.
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Higher Purchase Frequency: Repeat purchases increased as consumers formed stronger emotional connections with the brand.
Stronger Brand Affinity: By making consumers feel like part of the Greenfields story, the campaign cultivated deeper brand loyalty, setting the stage for future growth.
Growing From Engagement to Expansion
Beyond just numbers, this campaign was a growth catalyst. It fostered deeper brand-consumer connections. By making customers feel like an integral part of the experience, Mashwire successfully turned Greenfields’ product challenge into a memorable moment.
How Mashwire Helps MNCs Achieve Improve Awareness and Conversion
Mashwire’s approach delivered more than just increased sales—it built an emotional and interactive consumer journey that strengthened Greenfields’ brand presence. By combining fun, gamified experiences with data-backed incentives, the campaign not only revitalised product interest but also laid a strong foundation for future marketing efforts, including Mochaccino Milk’s upcoming rebrand.
If you’re looking to elevate your brand, engage your audience, and see tangible results, Mashwire is your partner in crafting innovative, high-impact campaigns. Let’s redefine your brand’s marketing strategy—connect with us today.
Find out how using group identity elevated another brand’s new flavour launch — Click Here
March 2025
