TOP Coffee marketing focuses on brand ambassador, Iwan Fals. A famous Indonesian singer in late 80s to 90s. His songs are known have strong characteristic about Indonesia and have the one of the biggest fan bases across Indonesia, called OI (‘Orang Indonesia’ or Indonesian). In TOP Coffee’s latest TVC, TOP Coffee Susu Kental Manis or TOP Coffee Sweetened Condensed Milk (SCM), Iwan Fals gathers with young people when one offers him a coffee with SCM. After that, Iwan challenges them, “Can you make a cup of coffee plus SCM as good as in my era?”
Amidst the recent consumer trends in Indonesia, Asia has been the rise of coffee chains and three in one sachets. TOP Coffee bravely produces an ‘authentic’ coffee, a nostalgic reflection of how coffee was served most commonly in the past. A coffee mixed with sweet condensed milk. Traditionally this type of coffee can be found at hawker stalls (warung kopi or warkop) in Indonesia. They have slowly diminished in big cities but remain omnipresent in rural Indonesia.
In the past, consumers had to mix the coffee and the SCM with the right dose to get the perfect taste we want. TOP Coffee delivers a convenient instant coffee with just the right mix of SCM in a sachet. A novelty to urban young adults but a blast form the past for older adults. TOP Coffee is being different in a competitive landscape of instant coffee by bringing back a traditional authentic coffee taste with convenience. With luck it will remind many consumers of that sense of community and sharing enjoyed over coffee at stalls (warung kopi) in days past.
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Cimigo digital market research agency Indonesia Asia
Cimigo Indonesia is an Asian focused consumer market research agency, we pride ourselves on being agile aided by the use of the latest technology to capture the true voice of consumers in Indonesia, Asia. All of our data collection is digital in Indonesia.
Cimigo Indonesia operates from nine cities in Indonesia. Cimigo has forty market researchers in Indonesia and three hundred field interviewers armed with tablets. Cimigo operates call centres, an online panel and numerous online and on mobile communities for market research in Indonesia.