Executive summary
Despite being a market leader and beloved local brand, Indomie experiences a constant dip in sales during the holy month of Ramadan. Not only because Muslims restrain from eating throughout the day during this period, but also because there is no strong association between Indomie and Ramadan eating occasions.
To be noticed and considered in Ramadan, Indomie tapped into the local custom of covering up food from fasting Muslims as a sign of respect. So in the packaging and communications, the iconic appetizing noodles were replaced with an image of an empty plate.
Despite the added complexity of...