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 Brand Advertiser: Nestlé Agency: Ogilvy Country: 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.