Brand
Success
Story

Indomie

Addressing all the pillars for brand growth to make themselves meaningfully different to more people, instant noodle giant Indomie has maintained its leading position as the no.1 most chosen FMCG brand in Indonesia, with 2.3 billion consumer reach points (CRPs). Bought by almost every household in the market, it has a remarkable 96.6% penetration.The brand has sustained its mental availability among Indonesian consumers by continuously investing in initiatives designed to predispose more people to purchase, such as its collaboration with Rabbit Habit – a local beauty brand. This partnership includes offering eye shadow palettes with packaging similar to Indomie’s signature ‘look’, which not only make buyers’ eyes pop, but also trigger the urge to cook some Indomie once their make-up is done.Other than ensuring accessibility and distribution of its portfolio across channels – including traditional trade, modern trade, and on-premises – Indomie has gone above and beyond by extending its best-selling portfolio such as Indomie Goreng Rendang into jumbo packs. The brand ensures it is always present for its consumers, by catering to a wide range of them within the highly saturated instant noodle market.By launching its Ramen Series Indomie has also unlocked a new opportunity within the premium instant noodle segment. Its distinct portfolio, coupled with engaging activation that offers new experiences for consumers through ramen stalls, has saved a segment that was previously on a notable declining trend.All three strategies combined to ultimately result in Indomie’s continuing leadership within one of the fastest growing markets in the region.

Kapal Api

Coffee brand Kapal Api's success is rooted in its commitment to fostering a meaningful connection with consumers, underpinned by trust and the delivery of great value in its products. The most chosen beverages brand in Indonesia, and the sixth most chosen FMCG brand overall, it reaches almost two thirds of the population.The brand's widespread availability – coupled with its strategic sponsorship of diverse events spanning from sports (Indonesia Open 2024) to music festivals (Joyland) – ensures that it remains ever-present across a variety of moments in consumers' lives.Kapal Api's innovation extends beyond product development. The brand also embraces social media as a platform for sharing not just coffee, but also experiences. By regularly posting recipes and tips that elevate the enjoyment of black coffee in line with modern tastes (#KapalApiCreation), it educates and empowers consumers, inviting them to explore and experiment with their coffee. This predisposes more people to buy – en masse, and on a continuous basis.Discovering new spaces, the brand has also introduced a new variant called Kapal Api Special Mix Gula Aren, with the aim of generating new excitement and exploring untapped markets. This innovation seeks to offer consumers a fresh and unique experience, enhancing their enjoyment of Kopi Kapal Api with the distinctive taste of palm sugar, bringing something that was previously mainly offered by coffee shops into the comfort of consumers’ homes.

Pepsodent

Pepsodent's dominance in the oral care segment makes it one of Indonesia’s most chosen brands, at no.11 in the overall FMCG Top 100, and leading the health & beauty category ranking at no.1. This highlights its enduring popularity, and the solid foundation it has built over the years.Pepsodent’s strength lies in its consistent and reliable presence in the Indonesian market, which has boosted the extent to which it is ‘top of mind’ with shoppers by 4% in just one year.While its growth might seem to be slowing, this stability is a testament to its immense market size – with penetration of almost 95% – and the widespread consumer trust it has successfully fostered.Already commanding a strong meaningfully different position within its category, Pepsodent continues to predispose more people to buy its products despite the headwinds buffeting the oral care segment, through dynamic advertising content that is connected across both mainstream media and digital environments such as TikTok.

Zen

In the midst of a saturated market, Zen has secured a prominent growth trajectory within the health & beauty segment. The body soap brand sits at no.52 in Indonesia’s Top 100 most chosen brands, and no.17 in the health & beauty ranking. Zen’s success comes from the multi-benefit offerings within its portfolio. Combining extra hygiene care properties and anti-bacterial attributes with ingredients that soften the skin, it has been able to attract new buyers with advantages that had not previously been offered by a mass brand of soap. This innovation has boosted its penetration to reach 26.5% of the Indonesian population.To better accommodate their buyers, Zen has made its products available in a wide range of pack and formats for them to choose from – ranging from small bars to extra big pouches, in both single and multi-unit packaging. This has enabled the brand to become more present for both their loyal and future buyers.

Gentle Gen

As a newcomer within the detergent segment in Indonesia, Gentle Gen found a new space in the market through using natural plant-based ingredients. Its distinctive proposition has gained notable interest from buyers. Almost a quarter of the population now purchases its products, helping to make it the twentieth most chosen home care brand in the country.Coupling innovation with the basic functional benefits of detergent that people still want, such as fragrance and gentleness on hands, has helped Gentle Gen to convert interested buyers into repeat purchasers.The brand’s offering was initially limited to bottle format, which is not a surprise as it mainly catered to more affluent buyers. However, it has managed to expand its reach into a wider buyer base by offering sachet packs through traditional trade channels. Along with competitive pricing and promotions, these sachets have attracted previously untapped segments to become regular long-term users of the product.Gentle Gen’s innovation and initiatives to widen its buyer base have resulted in the brand making a notable contribution to the development of the liquid detergent category, as it is accelerating the conversion from powder to liquid format at a rate that is on a par with longer-standing brands.

Le Minerale

Le Minerale sets itself apart from other brands in the drinking water segment through combining a natural sweet flavour with essential minerals. Its distinctive tagline Ada Manis-manisnya emphasises the hint of sweetness in its aftertaste.The brand is bought by almost a third of Indonesian households, and was this year’s Brand Footprint ‘Rising Star’ – arriving into the Top 100 ranking in the no.89 position, higher than any other new entrant. It is already the country’s twelfth most chosen beverages brand.With a goal of appealing to more buyers, Le Minerale also offers a variety of packaging options, enhancing its presence and accessibility. This strategic approach allows it to cater to a diverse range of consumers with different needs and preferences, ensuring that everyone can enjoy its benefits in any context.