MullenLowe Lintas Indonesia brings Indonesia’s matcha trend to life for Indomilk and MaxSwich

So when MullenLowe Lintas Indonesia worked on two new matcha product launches, the challenge was not simply to make matcha interesting. It was to understand what matcha meant to two very different audiences, and turn that into two different creative answers.

One was Indomilk Kental Manis Creamy Matcha. The other was MaxSwich Japan Edition, being led with Matcha flavor.

Same matcha trend, but two different plays.

For Indomilk Kental Manis Creamy Matcha, moms remained the core audience, while younger matcha lovers became an important second layer.

For this younger audience, matcha is already strongly connected to café culture. So rather than simply talking about a new flavour, the campaign tapped into the fun and familiarity of the matcha café experience, and brought it closer to home.

Music also became an important part of that approach, with an original song helping the campaign feel more playful, contemporary and culturally relevant.