From nostalgic sip to next gen hit: Paving the way for Zagu’s sweet comeback while boosting its cool factor
The Challenge
Zagu, the OG pearl shake that revolutionized the Philippine beverage scene was losing its edge as the “it” drink with the arrival of milk teas, fruit teas, and global cafe chains.
The Abe-abe Solution
Abe-abe positioned Zagu as not just a cultural comeback but as the OG drink that bridges generations. We gave it a brand refresh and a social brand reset with the creation of a social media playbook using a mix of nostalgia and innovation (e.g. introduction of new flavors).
The Results
By shaking up its narrative, Zagu was able to re-establish itself as timeless and trend-relevant, rekindling loyalty among Millenials and connecting with the Gen Zs and Gen Alpha.