MullenLowe Lintas Indonesia celebrates everyday heroes in Pop Mie’s new campaign

Hunger doesn’t wait for the perfect moment. It often strikes in challenging situations. Being stuck at work late at night, caught in the rain on a camping trip, or simply too busy to cook or order food. Pop Mie’s new campaign created by MullenLowe Lintas Indonesia, “Pop Mie Lapeer Time,” positions the brand as the go-to solution for these moments – instant noodles that go beyond convenience, serving as a reliable savior whenever hunger strikes unexpectedly.

With its new campaign Pop Mie Lapeer Time, Pop Mie aims to be the go-to solution for exactly those moments. The brand repositions instant noodles beyond convenience, presenting Pop Mie as a reliable savior whenever hunger hits unexpectedly.

Ayu Sekar Rini, Senior Planner at MullenLowe Lintas Indonesia, said: “Pop Mie has the potential to become people’s first instinct during “laper kepepet” moments, those times hunger suddenly strikes but eating properly isn’t possible due to time, place, or circumstances.

“Laper kepepet perfectly captures that real, everyday situation”, she explains. “It’s when your stomach calls the shots, but life gets in the way, and that’s where Pop Mie fits right in, the truth that immediately connects with our audience.”

From this insight, the creative strategy was built on empathy, humor, and cultural relevance. The challenge was to personify this idea, to find a way for Pop Mie to symbolically “show up” as a hero whenever people face “laper kepepet”.

During the exploration process, the team uncovered an unexpected insight into Indonesian internet culture. On social media, certain personalities have gained popularity not because of their fame or beauty, but due to their kindness, reliability, and humor. These individuals are referred to as Internet Darlings. They are cherished public figures who embody warmth and relatability.

MullenLowe Lintas Indonesia identified three distinct personas that have become Internet Darlings in their own right: DAMKAR (firefighters), the friendly bank security guards, and the mischievous “kucing oyen” (orange cats).

“Each of these personas reflects a different kind of everyday heroism,” added Rini. “DAMKAR are problem solvers who help in any situation, bank security guards are protectors known for their courtesy and warmth, and kucing oyen have become emotional comforters who bring humor and joy. Their spirit resonates perfectly with what Pop Mie stands for, being a savior in moments of laper kepepet.”

Jodi Baskoro, Associate Creative Director at MullenLowe Lintas Indonesia, said: “The team recognized a strong opportunity to combine this cultural phenomenon with the brand’s personality.

“Internet darlings are strong, recognizable icons. By pairing them with Pop Mie, we could build a creative platform that feels instantly familiar, humorous, and expandable, not just in TVCs, but across digital and on-ground activations.”

The resulting campaign celebrates humor and relatability, transforming these internet figures into brand heroes who save the day when hunger hits. Gabriel Possenti Bisma Bagaskara, Copywriter at MullenLowe Lintas Indonesia, added: “With these internet darlings, we could tell stories that feel funny yet authentic. They make the message stick because audiences already have emotional connections with these characters.”

The campaign began with a TVC showcasing various “laper kepepet” moments through the perspectives of these beloved characters. However, it doesn’t end there. The Pop Mie Lapeer Time universe extends across various digital platforms, including social media and short-form video content, with the possibility of offline activations as well. This approach ensures that the Internet Darlings continue to thrive and evolve beyond the screen.

Ezra Gabriella, Account Director at MullenLowe Lintas Indonesia, explains that using these familiar faces helps the campaign reach a wider audience: “Our target is broad, so leveraging Internet Darlings allows us to connect through multiple platforms, from viral videos to real-life engagement. It keeps the story consistent but flexible across channels.”

For Antonius Pandu, Senior Brand Manager of Pop Mie, said: “These figures match our witty, quirky, and relatable brand identity. The tone and humor align naturally with how Pop Mie communicates close to the people, clever, and playful. It’s a combination that not only strengthens our brand story but also drives stronger engagement and consumption in the noodle category.”

Through Pop Mie Lapeer Time, the brand captures a universal truth: Hunger waits for no one. But when it comes unexpectedly, Pop Mie is there as a quick, comforting hero people can rely on.

By merging the spirit of Indonesia’s Internet Darlings with its witty and quirky brand DNA, Pop Mie turns laper kepepet into something more than just a moment of struggle. It becomes a story about everyday heroes, reminding us that no matter where or when hunger strikes, there is always a savior ready to help.