SGM EKSPLOR MANIFESTO 2018

SGM EKSPLOR
Danone Early Life Nutrition
Indonesia

Background:

Regardless of being the number one GUM (Growing Up Milk) brand in Indonesia, SGM Eksplor’s mothers are ashamed to be affiliated with the brand. SGM Eksplor is perceived as a cheap and old brand that is lacking innovation, which becomes the root of the problem.

Brand Soul:

Fuelling the Nation’s Progress

Solution:

We launched a Manifesto video that conveyed how SGM Eksplor has become the foundation of the nation’s progress for more than 60 years, by being affordable and accessible all over Indonesia.

My Role:

As an Account Executive, I supervise the TVC production from concept development until material delivery as a brand guardian.

Result:

More than 50% increase in SGM Eksplor’s brand equity on the following categories:

• Brand pride

• SGM Eksplor enhances the child’s brain development

• SGM Eksplor has complete nutritions

• SGM Eksplor conveys child’s progress