Bear Brand: #BISABANGET

Bear Brand, a sterilised milk drink, launched a campaign that centred on the multiplicity of usage to appeal to younger consumers in Indonesia.

Campaign Details

Brand: Bear BrandAdvertiser: NestléAgency: OgilvyCountry: Indonesia

Campaign objectives & challenges

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 its "purity" or the "potency of its purity".

Bear Brand is just sterilised milk; but the people believed that it "just works".

But over the 2000s, our equity with a younger audience was eroding at-6.6%....

WARC subscribers can sign in to keep reading

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