Nestle Bear Brand | Bisa Banget
Bear Brand is an interesting one. A canned milk, a bear logo on the can with commercials featuring dragons. A little confusing? Yup. However, Bear Brand is heavily beloved in Indonesia. It has a ‘mythical’ ability to do all sorts of things. The people of Indonesia drink it for all sorts of reasons.
Milk after working out.
Milk when you get sick.
Milk when you’re stressed.
Milk when you’re tired.
Milk when you’re traveling.
Milk when you’re doing chores at home.
Milk when you’re out and about.
Completely Hungover? Yep, you guessed it, milk!
So getting a single-minded campaign thought was a challenge the agency was struggling with for years. We quickly got to task and settled on ‘Bisa Banget’. It loosely translates to “Sure can”. Meaning; '“if you want to do it that way? Sure, can!” It was the key to unlock a user-generated campaign that allowed everyone to express the weird and wonderful ways they drink the milk.
For a dusty brand for the older generations, the campaign drove dramatic sales lift in the youth market and the engagement was nuts.
