Campaign details
Brand: ABC Kecap ManisBrand owner: Kraft Heinz IndonesiaLead agency: VML Indonesia, Ogilvy IndonesiaContributing agencies: OMD Indonesia, Starcom IndonesiaCountry: IndonesiaIndustries: Sauces, seasonings, condimentsMedia channels: Content marketing, Events & experiential, Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Search marketing, Social media, TelevisionBudget: 5 - 10 million
Executive summary
January 2016 – a terrible nightmare. Soy sauce brand Kecap ABC experienced its 10th consecutive year of sales and share decline (52% in 2005 to 23% in 2015; Source:...