To become the first choice of instant coffee amongst Millenials, Indocafe needs to rejuvenate its brand image and has a suitable approach that fit the target market.
We put forward the idea of ”Unity in Perfection of Flavor” in accordance with the aspiration the generation to have collaboration to achieve excellence, and win the Gen Y and Gen Z’s heart share. The usage of trending media such as JOOX has successfully grabbed the Millennials. We use #SATUYANGSEMPURNA as a continuation of 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 millenials through our catchy jazz-inspired jingle.
