SariWangi embraces harmony in diversity over a cup of tea

Tea brand SariWangi extended its Mari Bicara (Let's Talk) campaign to a new generation of consumers in Indonesia with a mobile-first, multi-platform approach tied into the country's presidential elections.

Campaign details

Brand: SariWangiLead agency: AdColonyCountry: Indonesia

Strategy

Objective

SariWangi has been a household brand in Indonesia since 1973 when it brought the concept of a tea bag to a country accustomed to loose tea. In recent years, its market penetration decreased due to the change in lifestyle of millennials as they switch their preferences from leaf tea to other beverages.

The company has sought to stay ahead of the competition, which ranges from bottled tea products to coffee from international chains, which the young have embraced more in the past decade.

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