Campaign details
Brand: Coca-ColaLead Agency: Starcom IndonesiaRegion: APAC
Strategy
Objective
In Indonesia, soda beverage brand Coca-Cola finds itself with an interesting predicament: among its young market of teenagers, Coca-Cola is a well-loved brand…of clothing. Funnily enough, while Indonesian teens are often seen out and about wearing the latest Coca-Cola fashion merchandise, they're less likely spotted with an actual bottle of Coca-Cola in their hands.
Playing in a market where majority of the population consider ready-to-drink (RTD) tea as "the mindless beverage for refreshment", Coca-Cola—which trails behind Sprite and Fanta in the soda segment—competes more against...