BINTANG Crystal Launch

Multi Bintang Indonesia (MBI) launched their new product BINTANG Crystal – the smooth cold brewed, less bitter beer. The product was launched during COVID-19, so to introduce the product, we held an online, interactive press event launch where we sent out package to the journalists and KOLs and unboxed them to experience the products in a direct, less formal way.

Following the launch, we also want to to build credibility of the product to younger audience (Gen Z). We found that Gen Z prefers drinking other alcohol beverages than beers. The campaign aims to drive consumers to create conversation about the product’s flavor—less bitter, smooth, easy to drink, and refreshing—through their own words, rather than relying on typical slogans. These collaborations were featured in ads and across social media.

We engage with four top KOLs and celebrities like Chef Juna, Kevin Julio, Wendy Walters, and Reza Arap, and secured partnerships with other KOLs and emerging media. Maverick involved the campaign ideas development to content production.

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