Winning a multi-agency pitch after 8 years of partnership is the ultimate proof that Endeecomm’s strategic thinking remains as fresh and sharp as ever. We successfully defended our position against the industry’s newest players by evolving SunCo’s legacy into a modern, dual-generation powerhouse. We bridged the gap between mass-market authority and digital-first appeal by pairing the legendary Inul Daratista with the social media star Chef Firhan, ensuring the brand resonates with both household icons and the new generation of home cooks.

To drive a stronger ‘reason to buy,’ we deepened the brand’s core message with a hard-hitting functional claim: ‘Dikiiitt Nempel di Makanan’ (So Little Oil Sticks to Food). This was perfected with our new, catchy jargon, ‘Yang Nempel Cuma Enaknya’ (Only the Taste Sticks)—a strategic evolution that proves our 25 years of experience can still lead the market with bold, relevant, and highly effective communication.