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SOHO Capital #15-06
Letjen S Parman Kav 28
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.
We used the idea #SatuYangSempurna as a continuation of the classic tagline, Numero Uno. In a short period of time, we have successfully increased the brand affinity among digital-minded millennials through our catchy jazz-inspired jingle.