Indomie
ChallengeA 40-year milestone risked feeling like generic nostalgia to a multi-generational audience.
ApproachThe piece to move first wasn't the anniversary message itself, but the generational gap sitting underneath it. Forty years spans several distinct relationships with the brand, so we built a three-wave strategy: Nostalgic, Future-facing, and Proof-point-driven; each wave speaking to where that audience's connection to the brand stood.
ResultThe strategy won the full 360° campaign outright and went on to deliver a measurable rise in brand sentiment, brand value, and sales.
