To become the first choice of instant coffee amongst Millennials , Indocafe needed to rejuvenate its brand image and have a suitable approach that fit the target market.
We put forward the idea of ​​”Unity in Perfection of Flavor” in accordance with the ambition of the young generation to have a collaborative achievement of excellence, and to captivate Gen Y and Gen Z’s interest. The usage of trending media platforms such as JOOX has successfully grabbed the attention of Millennials. We used #SATUYANGSEMPURNA as a continuation of the company’s previous slogan, Numero Uno.