Bear Brand: Upside down to uptake

Nestlé Indonesia created a campaign to build sales, market share and brand equity for its Bear Brand sterilised milk product.

Campaign details

Brand: Nestlé IndonesiaAgency: dentsu IndonesiaRegion: APAC

Strategy

Objective

BEAR BRAND has been an undisputable leader in the sterilized milk category. The restorative purity become an ingrained belief among Indonesian for generations. Apparently, the restorative purity belief for them is pixelated and driven by FOMO moment of the pandemic situation. The moment pandemic situation began relaxing, BEAR BRAND lost its relevance in consumers' minds. As a result, BEAR BRAND lost Brand Consideration up to -400 bps, and the consumption slowed down.

In this campaign, our mission is:

  • to re-launch BEAR BRAND's proposition through the...

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