Bintang is the leading brand of beer in Indonesia. The brand occupies more than 50% of the market share and has always been positioned as ‘Indonesia’s Favourite Beer’.
As Indonesia moves towards a ‘dark market’ with restrictions implemented on alcohol advertising, the challenge is to increase brand presence and consumer awareness through on-ground activation.
Develop a Limited Edition Can and secondary packaging, celebrating the excitement around the brand during the Asian festive season. With Christmas, New Year and the Lunar New Year, the design should not be too specific to a particular festival. The design also had to be in line with the brand values of being ‘modern, progressive and trendy’.
“Our solution captures the excitement and celebratory feel without being too focused on Christmas alone. The modern and bold design also gives Bintang greater shelf stand-out, ensuring that Bintang is still the leading choice of beer for the festive occasion” says Creative Director Dale Evans.