Bear Brand: Ramadan 2020

Bear Brand, a sterilised milk drink, launched a three-phase campaign during Ramadan in Indonesia to support key workers, promote the physical restorative qualities of the product and encourage people to stay at home during lockdown.

Campaign details

Brand: Bear BrandAgency: Mindshare

Strategy

Objective

This year, Ramadhan was going to be difficult.

The dark cloud of COVID-19 had changed the emotional landscape of Ramadhan.

Ramadhan was an important occasion for us to drive consumption. Ramadhan represented purity and our core benefit of "Physical Restoration" had a natural home as an aide to fasting.

But sensitivity during a context like this was key.

A "selling" campaign would have not been line with the emotion of the moment.

Being "opportunistic" in a time of crises was not in line with our values.

Our purpose of...

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