Challenge
FrieslandCampina wanted to launch Qubez, an innovative instant karak tea cube, in the UAE. The main challenge was convincing Emirati and Asian consumers who traditionally prefer fresh karak that Qubez is made from real ingredients and delivers the same authentic taste. The campaign was to be activated exclusively through online media, requiring digital-first storytelling to build trust and awareness.
Approach
Plan Digital developed a video-first content strategy designed to resonate with both Emirati and Asian audiences. The creative focused on:
- Lifestyle storytelling: Positioning Qubez as a convenient, authentic option for key moments of the day whether at home, at work, or on-the-go.
- Cultural relatability: Ensuring the tone and visuals aligned with traditions of enjoying karak, while emphasizing Qubez’s convenience.
- Music activation: Partnering with DJ Bliss, who released the track “I Need a Karak” in collaboration with Rainbow Qubez, amplifying the brand through music and pop culture.
- Education: Simple, step-by-step videos demonstrating how Qubez works (drop in boiling water, stir for 2 minutes, enjoy).
Results
- Successfully introduced Qubez as a modern yet authentic karak option.
- Built awareness among key consumer groups through digital-first engagement.
- Reinforced Rainbow Milk’s reputation for innovation and quality rooted in tradition.
- Amplified brand reach through DJ Bliss’s hit single “I Need a Karak”, blending product storytelling with pop culture.