Challenge
SunCo had existed in heavily dominated by established players like Bimoli, Tropical, Filma, and Sania.The brand needed to strengthen its top-of mind awareness and become market leader.
Objective
- Build stronger brand awareness.
- Create emotional recall around key messaging
- Expand market share in a competitive landscape.
Strategy
- Key Message: “SunCo, Minyak Goreng Baik, Paling Bening, DikiiittNempelDiMakanan” — a catchy mnemonic phrase easy to recall
- ATL Activation: TVC placements across top TV programs, sponsorship(MasterChef Indonesia).
- Digital Amplification: Social media marketing, influencer campaigns, and brand activations.
- Creative Activation: Campaigns like #TakjilImpor and #LemariBaik to build emotional engagement and virality.
Impact
- No.1 Cooking Oil Brand by market share (Nielsen YTD Feb’25)
- Wow Brand 2024 & Yummy Award 2024
- Massive engagement on #LemariBaik Activation:
- 5M+ Views
- 22K+ Shares
- 5K+ Comments
- ROI Achievement of 3,000%
- Media Value Earned: 7.4 Billion IDR