<description>Tehbotol Sosro one of the biggest beverage companies in Indonesia. Established since 1940s, the company itself was created and formed locally by a family from the small drinking stall, into having giant factories in several places in Indonesia.
During the early of 2020, they approached us to think about a campaign to rejuvenate the image of Tehbotol Sosro from being too traditional and old, into something youthful and relatable to younger generation.
During the early of 2020, they approached us to think about a campaign to rejuvenate the image of Tehbotol Sosro from being too traditional and old, into something youthful and relatable to younger generation.
We came up with an idea, it’s called ‘Locals Unite’ which we invite several local and new companies in Indonesia that have younger target audiences to collaborate together and to achieve broader audience because we believe that Tehbotol Sosro could be the mentor of the movement and the business growth for them, and they could introduce us to the new generation that they currently have.
We kicked off the campaign by launching several products such as sneakers, jackets, and even food!
Tea-flavoured sneakers! (Courtesy: Sage Footwear)
Eazy Money x Tehbotol Sosro (Courtesy: Eazy Money)
Tehbotol-flavoured Xander Bakes Cookies (Courtesy: Xander Bakes)
Tehbotol Cake by Bake Ground (Courtesy: Bake Ground)
After that, we aired the TV commercial for the manifesto of the spirit of the campaign itself, and starting to invite several creative individuals in Indonesia to join the movement.
Then, we launched some limited edition bottles by collaborating with several new designers to create the design.
@isaindrapermana, @wd.willy, @potr___, @diela.maharanie, @rasefour
The campaign itself is still running until now and they can really expand the possibilities and create further activities based on the big campaign that we proposed, that’s ‘Locals Unite’ from us.
Client: Tehbotol Sosro Indonesia
ECD: Erwin Santoso
CD: Ade Prabas
Art Director: Kevin Nathanael
Copywriter: Kika Amalia
Design & Motion: Christian Melvin, Rachel Dewanto, Hans Christian Japutra, Nadine Irawan