Mangajo: a strategic brand positioning for market growth 

Challenge

The soft drinks industry is one of the most competitive FMCG categories, with global brands like Lipton dominating the iced tea market. Mangajo, a naturally brewed green tea brand inspired by Japanese culture, needed a stronger market position to stand out—especially as health-conscious consumers increasingly turned to healthier options. 

Solution

SWC Partnership developed a strategic brand repositioning to align Mangajo with the booming sushi trend across the UK, Europe, and North America: 

• Brand positioning & strategy – positioned Mangajo as the perfect pairing for Asian cuisine, capitalising on the surge in sushi consumption. 
• Creative concept: “Deliciously Balanced” – a campaign designed to resonate with health-conscious women, inspired by the Japanese aesthetic of simplicity and balance. 
• Multi-channel execution – From brand advertising and on-pack promotions to trade support concepts and media planning, ensuring maximum impact. 

Results

• Secured new listings in major supermarkets and food service sectors. 
• Expanded distribution into Sushi Daily stores within John Lewis food halls. 
• Brand clarity and stronger market positioning, with Mangajo’s founder praising SWC’s strategic insight and execution. 

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