Indomie: Where's the noodle?!

Indomie, the noodle brand, wanted to capture people's attention and create a reason for people to purchase the brand during Ramadan in Indonesia.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands