Leverate Media Asia has been appointed as lead agency for PT Bintang Toedjoe, a subsidiary of PT Kalbe Farma, Tbk., brands “Komix” and “Extra Joss Active”.
Komix, the market leader for cough medicine, launched a new product category called “Komix Herbal” to tap into herbal market and leverage its penetration. A key task in the multi-agency pitch has been the development of a strategy to educate the market further about “herbal cough medicine”, its benefits and especially compared to more common chemical cough drugs. The long-term project includes creating a digital presence for Komix Herbal from scratch, setting up the brand’s value proposition as an herbal cough drug and starting to build strong awareness for the new products.
Leverate started taking over all Social Media duties and strategically engaged their famous brand ambassador, Luna Maya, into the digital assets.
Meutia Adryana, VP Consulting at Leverate Media Asia (pictured) said, “Winning two major brands, two separate pitches, from one company, makes us very proud. The FMCG sector in Indonesia shows most likely the strongest competition between creative agencies plus full service providers like Leverate and therefore I am very happy for everyone involved that we have been able to strike twice. Both brands are part of the daily life of every Indonesian and we are excited to support these Indonesian mega brands to strengthen their digital presence and messaging.”
“Leverate’s team presented us with beautiful ideas for both brands together with a unique, distinctive digital strategy. We liked their creative thinking that is strongly focusing on generating measurable sales and efficiently spreading the right message to the right personas. This is what we expect from a partner. Komix Herbal and Extra Joss have a big future on the digital channels and we are looking forward to fully rolling out all our joint ideas and concepts to engage our audiences with smart and tempting ideas,” said Andry Mahyudi, Head of Digital at PT. Bintang Toedjoe.