Bango: Mallika, the seed that grew a brand
Krishna Thothadri, Agus Nugraha and Juli Yanthy
Campaign details
Brand owner: UnileverLead agency: Lowe & Partners Singapore and IndonesiaBrand: BangoCountry: IndonesiaIndustry Sauces, seasonings, condimentsChannels used: Earned media, buzz, Events and experiential, Internet - general, Internet - search, Magazines - consumer, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Sales promotion, Social media, TelevisionMedia budget: 5 - 10 million
Executive summary
This case study describes how Unilever acquired Bango in 2001 for its classic sweet soy sauce (kecap manis...