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%....