My Juicee
Building the feeling of familiarity a heritage brand gets for free.
The content / Made for the brand
16 artworks / 5 videos
01 / Overview
Client at a glance
My Juicee is the instant burst of tropical refreshment: 100% of your daily Vitamin C, with real fruit pulp inside. It is a Lanka Milk Foods brand, sold in 180ml on-the-go packs and 1L sharing cartons in mango, apple, orange and mixed fruit.
Bad Batch Media handled the brand's social media. The brief was awareness: a hand reaching for My Juicee in the chiller before any real comparison happens.
- Client
- Lanka Milk Foods
- Service provider
- Bad Batch Media
- Objective
- Awareness
- Led by
- Nuwan Jayawardena, Lead Strategist and Creative Director
Portfolio handled
- 180ml On-the-Go Packs
- 1L Sharing Cartons
- Mango, Apple, Orange
- Mixed Fruit
02 / Results
What the work delivered
Figures are Meta Business Suite reported totals, with growth against the prior period. Instagram performance tracking has not yet been set up for My Juicee, so Facebook carried the account's early awareness gains on its own.
- Facebook views
- 3.1M
- Facebook views growth
- +123.4K%
| Metric | Total | Growth |
|---|---|---|
| Views | 3.1M | +123.4K% |
| Viewers | 1.4M | Baseline |
| Interactions | 4.4K | +4.6K% |
| Follows | 36 | +140% |
| Link clicks | 385 | Baseline |
| Visits | 1.8K | +373.5% |
03 / Strategy
Borrowing a familiar feeling
Real fruit refreshment that beats the heat and delivers 100% of your daily Vitamin C.
As with the rest of the portfolio, the goal for My Juicee was awareness first. That means the kind of instinctive, top-of-mind recall that gets a hand reaching for My Juicee in the chiller before any real comparison happens.
My Juicee does not have four decades of heritage to draw on. So the strategy borrowed a different, equally universal kind of familiarity: the shared, cross-generational memory of reaching for something cold and fruity on a hot Sri Lankan afternoon. Content made My Juicee feel like it had always belonged in that moment. The fruit carried the trust story, and the brand showed up again and again in the small everyday moments this audience already lives.
The challenge
Stand out in a saturated beverage chiller against carbonated soft drinks, artificial cordials and competing fruit nectars, by emphasising real fruit pulp and functional hydration.
Who we spoke to: primary
Kids, active teens, outdoor enthusiasts and young adults seeking midday hydration, aged 10 to 25.
Who we spoke to: secondary
Health-conscious families seeking vitamin-fortified refreshment over fizzy sodas.
04 / Approach
Four ideas behind every post
Four ideas anchored every execution. Each one exists to build a single thing: awareness, rather than a single transaction.
01 Nostalgia and generational trust
My Juicee does not carry four decades of nostalgia yet, so the strategy borrowed the universal memory of reaching for something cold and fruity on a hot Sri Lankan afternoon. The brand was built to feel like it had always belonged in that moment, even while it was still earning its place there.
02 Product and process, told quietly
Fruit was always the hero in frame: mango, apple and orange caught mid-slice or mid-splash. The sourcing and pulp quality behind each variant showed through the picture itself, in the ripeness, the texture and the colour, rather than through an ingredients callout competing for attention.
03 Everyday and important moments
My Juicee sat inside both throwaway moments, such as a break after school or a stop after cycling or sport, and bigger ones, like a sports-day cooler or a family outing. The brand became a natural answer to "I'm thirsty" rather than a considered purchase.
04 Built for awareness
Awareness first, building instinctive, top-of-mind recall rather than optimising for a single promotional spike.
05 / Pillars
How the awareness strategy breaks down
01 Beat the Heat: tropical hydration
Chilled, thirst-quenching moments during hot island afternoons, beach hangouts, sports meets and post-workout recovery. High-energy 9:16 Reels shot in real heat, using condensation and motion to make the product feel physically cold on screen.
02 Real fruit origin and pulp sensation
Spotlighting ripe mango, crisp apple and zesty citrus orange pulp, letting the clean taste profile speak through the visual rather than a claim. Macro slow-motion fruit-slice and pulp shots served as feed key visuals and carousel openers, giving the real-fruit story a visual proof point.
03 Everyday and important moments
The after-school stop, the post-cycling or post-sport cooldown, and bigger shared occasions like a sports day or family outing. Lifestyle Reels and Stories in recognisable settings, such as a school gate, a cycling trail and a sports ground, so My Juicee reads as already part of the routine.
04 Daily immunity and sharing convenience
Simple Vitamin C messaging for school children and active youth, paired with the 180ml pack as the lunchbox add-on and the 1L carton as the family cooler. Single-message key visuals ("100% of your daily Vitamin C") sat beside pack-specific creative, timed around school term starts.
06 / Creative
Art direction, voice and process
The visual treatment is high-speed fruit-slice collisions and refreshing water-droplet splashes against chilled condensation and bright summer lighting. It is a tropical explosion of vivid mango, lush apple green, citrus orange and punchy berry hues.
Copy is short, punchy and sensory-first, with lines like "beat the heat" and "real fruit, real refresh". The Vitamin C and nutrition claim is always present but kept to a single clean line, so it reassures parents without slowing the pace for younger viewers.
Colour palette
| Colour | Code |
|---|---|
| Mango burst | #FF8C2E |
| Apple green | #7AB547 |
| Citrus orange | #FFB400 |
| Deep tropic | #0E3D3A |
How Bad Batch Media ran the account
Monthly content matrix
Built across the Attract, Educate, Convert and Retain funnel stages, and mapped to the Sri Lankan cultural calendar.
Art direction and production
Studio staging, custom colour grading and platform-ready key visual, Reel and carousel assets.
Dual-audience copywriting
Aspirational English bridged with warm, culturally grounded Sinhala and English phrasing.
Governance
Approval sprints, monthly reconciliation and performance tracking with the client.
07 / Why it works
A repeatable system for a new brand
Built on proven brand-growth thinking
Nostalgia and everyday visibility increase mental availability, meaning how readily a brand comes to mind in a buying moment. That is what compounds into real awareness over time, not short-term clicks.
Proven across a portfolio
The same emotional-trust-presence framework was adapted and run across four distinct categories inside one client group: fresh milk, flavoured ready-to-drink, milk powder and juice. Each had its own audience and tone.
Process-driven, not improvised
Every brand moved through the same four-stage pipeline of planning, production, copywriting and governance. Quality and consistency were engineered into the account, not left to chance.
Insight-led, not filler
Every pillar traces back to a consumer truth, whether trust, ritual, convenience or culture. The content calendar always had a reason to exist beyond "it was Tuesday".
Bad Batch Media
Building digital legacies for brands that last
This case study documents the strategy, creative direction and content production by Bad Batch Media for My Juicee. It shows how we build a familiar, trusted feeling for a young brand, one sunny everyday moment at a time.
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