Piattos: Turning the underdog into the talk of the town

Maria Palman

Piattos is an Indonesian snack food. To stand out in a brutally competitive category, it marketed a new potato chip variant to teens by using controversy.

Piattos: Turning the underdog into the talk of the town

Maria Palman

Campaign details

Brand owner: Universal Robina CorporationAgency: Iris IndonesiaBrand: PiattosCountry: IndonesiaChannels used: Magazines - consumer, Radio, Social media, Television, Word of mouth and viralMedia budget:Up to 500k

Executive summary

The Indonesian snacking industry is as competitive as it is complicated. It is a broad market with a vast selection of snacking options, where modern snacks compete with well-entrenched, culturally familiar traditional snacks (eg krupuk). It takes an aggressive marketing and communications push for more modern snacks like...

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