Brand: Gulaku
This is one of the highlights of my career: a new product introduction and the launch of Indonesia's first branded sugar. I headed the pitch team and collaborated with McKinsey & Company to develop the brand platform, including name, logo, brand identity and the communications campaign.
The communications task was clear: turn around the consumer mindset that 'not all sugar was created equal'. The message focused on three key functional benefits: natural ('alami'), clean ('bersih') and sweet ('manis'). Developed TV spots that focused on each benefit.
The client, Sugar Group Companies, was a Chinese investment company with no marketing and advertising experience. I owned the relationship, educating and managing their expectations throughout the process. It was a success story in the end and the birth of a successful brand in Indonesia, Gulaku ('your sugar').
