Sinarmas Agribusiness & Food seize the growing trend of health food among young consumers and produced a series of instant beverages/soup that not only has positive health benefits but improves the appearance of consumers.
The products uses traditional ingredients to promotes good health and beautiful appearance. Although it is trusted but in the legal aspect, they cannot claim the health benefits and the traditional health ingredients may not attract young consumers. The challenge is to make the traditional product relevant and attractive to young consumers.
We created 3 IPs call The New Age Women. They are The Bella, The Guru and The Athletic. The IP symbolize the brand attitude and the brand belief of stepping up to achieve good health and beautiful appearance.
The IP appears in comical situations on the packaging, all in the name of seeking beauty and better health. We also make the product youthful and fun by hashtag the product names. Instead of traditional product names, we disrupt the pack communications by having witty names like #SwollenFacesInTheMorning for the beverage that helps reduce water retention and #TheCrazyCalories for the meal replacement soup. The intention is to highlight the USPs in a fun way. In this way, it does not break the legal regulations yet it attracts our young TA with it’s wittiness and comical expressions. The brand story of The New Age Women are also integrated onto the side of the packaging to amplify it’s brand value.