Chitato Lite Ayam Bawang

A cheaper copy of our Ayam Bawang showed up, and the danger wasn’t the copy itself. It was the doubt it planted: if the imitation costs less and tastes close, is the original still worth paying for? Once a shopper starts asking that, category leadership leaks. We had to settle the question in people’s heads, reclaim the flavor as ours, and make the premium feel earned rather than just charged.

So we answered the doubt out loud: “Beneran Rasanya Bener-Bener Sama.” The proof underneath the claim was the real Indomie collaboration, the one thing a cheaper copy could never borrow. We carried it to where the doubt lived, through KOLs, memes, and nostalgic content that Gen Z and millennials already trust, then settled it the only way taste is ever really settled. We let people eat. A Warmindo roadshow turned the claim into something you could put in your mouth and judge for yourself.

Launch Strategy / Creative Platform / Digital Campaign / Brand Experience / Sampling Activation