Bridging Indonesian's taste divide with the launch of Indomie Goreng Kuah

Yulita Alvernia Wijaya, Ruby Sudoyo, Yuliani Setiadi and Octaviana Puteri

Indomie, an instant noodle brand in Indonesia, used a social media campaign to improve its brand attributes and launch a new product.

Campaign details

Brand: IndomieBrand owner: PT Indofood CBP Sukses MakmurLead agency: Ogilvy & Mather IndonesiaContributing agencies: I-Dac Indonesia, MullenLowe IndonesiaCountry: IndonesiaIndustries: Convenience, readymadeMedia channels: Content marketing, Online display, Online video, Social media, Websites & microsites, Word of mouth, advocacyBudget: Up to 500k 

Executive summary

Indonesians are getting bored of instant noodles, so it's no wonder the category declines every year. As the market leader, Indomie wanted to excite the category with a new product innovation, the Indomie Goreng Kuah (Indomie Fried Soup), a variant that combines...

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