Campaign details
Brand: PT.Indofood Sukses Makmur Tbk / IndomieLead Agency: romp.Region: APAC
Strategy
Objective
Indonesia is the second largest instant noodle market and the biggest Muslim country in the world. With around 90% market penetration, Indomie (produced by PT Indofood Sukses Makmur company) is the country's most beloved noodle brand - a category leader with a rich portfolio, strong nationwide presence and an established brand heritage.
Despite its leadership status, Indomie experiences a constant dip in its sales during the holy month of Ramadan. The reason why Ramadan is a tough period for Indomie comes...