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Mogu Mogu celebrates 10th anniversary in the Philippines.

First launched in 2008, Mogu Mogu changed the game by being a drink and a chewable snack, all in one. It has since been a favorite among Filipinos for 10 years now.

Nielsen's numbers show that Mogu Mogu is now the number 1 Nata De Coco Juice Drink in the Philippines. With 11 unique flavors, it comes in three different packages: from 320 ml, to the 1 liter 'Family Pack,' to the latest To-Go 180 ml variant. It also caters to a wide target market made up of kids, teens, young adults, and even the 'sari-sari' segment.

Mogu Mogu came from humble beginnings. It started out with distribution in schools, events and some major chains, growing year by year. In less than five years, the company was able to complete the map, and have placements in all regions of the country.

Today, the drink and snack in one can be found everywhere: in leading and secondary supermarkets, groceries, convenience stores, drug stores, and gas stations, not to mention special retail stores like office and call center canteens, airports and sari-sari stores.

CSR efforts, activations

The brand has never been content with just good sales. Being a first mover juice drink in the country, it has launched efforts to keep the spotlight on the brand.

As part of their CSR efforts, the Mogu Mogu team, along with barangay officials and residents of Taguig City, renovated and repainted a basketball court and even placed a wall mural in the area. To date, they have renovated 10 courts and counting.

The company is also constantly active in below-the-line efforts. Its goal is to be present at major school events and activities. It sponsors over 10 events a week, including fun runs, cosplay events, regional festivals like the Panagbenga and Pahiyas, and even major national events such as the UAAP and Palarong Pambansa.

In these joyous occasions, the Mogu Mogu Mascot is a constant 'star,' always present to entertain and remind fans of the chewy nata de coco drink. Of course, the mascot is always dancing along to the Mogu Mogu anthem, which is an ear candy hit that gives fans a serious case of last song syndrome.

The Mogu Mogu mascot has visited and is constantly entertaining all regions in the Philippines, aside from being the favorite VIP guest of all leading supermarkets, CVS and drug stores during anniversary and store opening activities.

Loyal fanbase

Behind its business and brand growth is the simple truth that Mogu Mogu has become a brand favorite among the youth and young adults. It's been dubbed as the ultimate 'snack drink,' since the healthy nata de coco bits make for a filling snack.

Over the years, the company has built a loyal fanbase who all enjoy top flavors such as Lychee, Coconut, Strawberry and Grape. Their latest star flavor, Melon, is also a runaway hit.

Mogu Mogu's loyal, ever growing fan base has grown to over 1.1 million followers on their Facebook page.

Social media has been a main growth driver for the brand, as they solicit participation and engagement through thumb-stopping content and playful monthly and weekly promos, such as the Mogu Mogu Shake and Shoot or Mogu Mogu Dance.

Through these online efforts, diehard fans have won free merch and products.

Summing up Mogu Mogu's 10th year in the Philippines as the first and #1 Nata de Coco Juice Drink, the brand will be launching an exciting campaign called the CHEWneration, highlighting the various CHEWing moments of Filipinos and remembering the moments of our first and original CHEW. It is a witty take on people's chewing behavior - all tying back to that pleasing feeling you get when you chew on Mogu Mogu's Nata de Coco bits.
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Publication:Philippines Star (Manila, Philippines)
Geographic Code:9PHIL
Date:May 28, 2018
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