Kecap ABC: Putting mothers first with first press

Dhiren Amin, Rahul Chawra, Dilip Garga

Soy sauce brand Kecap ABC put mothers first in an integrated campaign that turned around several years of sales and share decline in Indonesia.

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:...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands