Bear Brand: Bisa Banget

Bear Brand, a powdered milk brand, put the customer at the centre of its campaign to increase consideration and the frequency of consumption among a younger audience in Indonesia.

Campaign details

Brand: Bear BrandAgency: MindshareRegion: APAC

Strategy

Objective

For generations, Indonesians have believed that Bear Brand Susu Steril has mythical powers; that it restores physical body conditions to cure everything from stomach-ache to a late night.

However, Bear Brand occupies a niche mind space of being used "when I am sick" due to the belief in its "purity" or the" potency of its purity".

But while this was an ingrained belief amongst older people, the younger audience was not as convinced. The brand's mythical aura which was crystal clear to an older audience was...

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