Campaign details
Brand: Bear BrandAgency: Mindshare
Strategy
Objective
For generations, Indonesians 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 "when I am sick" due to reason to believe of its "purity" or the "potency of its purity".
But while this was an ingrained belief amongst the elders, a younger audience was not as convinced. The brand's mythical aura which was crystal clear to an older audience was appearing pixelated to a younger...