Case Study: NutriSari achieves a 26-point lift in ad recall during Ramadan with Facebook

NutriSari - Customer Case Study

NutriSari is an Indonesian powdered fruit drink brand fortified with vitamins A, B, C and E that wanted to change consumer perception during Ramadan. Because many Indonesians associate oranges with sourness and prefer syrup to break the fast, NutriSari’s challenge was to be seen as the better, vitamin-rich choice for iftar.

The brand ran a week-before and throughout-Ramadan Facebook campaign using bright video and carousel ads with the message “Manis Aja Gak Cukup” (“Sweet is not enough”), broadly targeting Indonesians aged 15–35. The effort reached 36 million people and delivered a 26-point lift in ad recall (3.7× the Asia Pacific norm), a 28-point lift among 25–35 year‑olds, and a 4-point lift in message association.

NutriSari

Susana Sie

Head of Marketing