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%....

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