When Sunquick launched its three Ready-to-Drink variants in February 2024, the challenge was clear: how do you make a new FMCG brand instantly visible in a cluttered beverage market? With a Meta audience size of 11.3–13.3 million, Analyzen wanted every single person in this target group to see Sunquick’s fresh and vibrant communication at least once.

But five months into the journey, the numbers told a different story. Despite reaching 86% of the audience, progress plateaued. Campaigns were re-hitting the same people, frequency was climbing, and new reach was slowing down. We had to find a smarter, leaner way to break through.

Rethinking the Playbook

The easy solution was Meta’s Reserved Buying option—but the cost was far beyond the yearly budget. Instead of going down that road, we asked ourselves: what if we could keep excluding the people we’d already reached, and keep focusing only on the fresh ones?

This became the core idea: design a self-cleaning reach campaign that constantly refreshed the audience pool, cutting out duplication and wastage.

How the Plan Took Shape

We turned to the 6-second bumper adshort, sharp, and impossible to ignore. Alongside other formats like static KVs, Engagement, Video Views, and Traffic campaigns, this bumper became the centerpiece of our reach strategy.

The twist? Every time someone watched even 25% of the bumper ad, they were automatically excluded from future targeting. Followers, page engagers, and previous viewers were filtered out too. This way, we ensured that every impression went to someone new, inching us closer to the full 100%.

The Proof Is in the Metrics

The experiment paid off. By December, Sunquick had achieved 13.5 million reach at just 1.58 frequency effectively 100% of its Meta target group. Even more impressively, this was done with a budget of only $1,524, far below what Reserved Buying would have cost.

In total, the campaign delivered 21.41 million impressions and 18.99 million video plays a scale of visibility that cemented Sunquick’s presence as a serious contender in the beverage space.

The Takeaway

By choosing innovation over convention, we proved that big goals don’t always need big budgets. With the right mix of creativity and precision targeting, Sunquick didn’t just reach its audience,it reached all of them. The campaign became a lesson in how smart digital strategy can refresh the rules of FMCG marketing, just as Sunquick refreshes every glass it fills.