Animal3 and Sasa Santan return to Idul Adha with goat-themed sequel campaign

In a market where every brand races to claim Ramadan, Sasa Santan identified something more valuable: unclaimed territory. Together with Animal3 Creative, the Jakarta-based creative agency has spent two consecutive Idul Adha seasons building what most brands overlook a culturally rooted, distinctly ownable festive identity.

The result speaks for itself. This year, Animal3 and Sasa Santan returned with a campaign centered on the goat both a sacred Idul Adha symbol and, as the internet would gladly note, an acronym for greatness. The wordplay is intentional. The strategy behind it is deliberate.

Most seasonal campaigns follow a familiar formula: tap into the mood, match the aesthetic, and move on. Animal3’s approach is different. The agency looks for moments where a brand can consistently return, deepen its association, and eventually own the cultural space around it.

Idul Adha is one such moment for Sasa Santan. Qurban meat creates a natural cooking occasion gulai kambing is nearly inseparable from the celebration itself. Santan is not a peripheral ingredient; it is central to the ritual of sharing that food with family and community. Animal3’s job was to make Sasa Santan’s presence at that table feel earned, memorable, and distinctly theirs.

Last year, the cow took center stage. This year, the goat stepped forward. The continuity is not accidental it reflects a long-view creative strategy that compounds brand recall across seasons rather than starting from scratch each time.

The numbers back it up. The first campaign — built around the cow — crossed 5 million views in under a week. Not through paid amplification alone, but because the creative gave people a reason to watch, share, and come back. That is the benchmark Animal3 set for itself going into year two.

Any honest cook knows the challenge with goat meat: the aroma. Animal3 chose not to sidestep it. Instead of an overclaim, the campaign leaned into the tension directly reframing the conversation around what Sasa Santan genuinely does best. When the right santan is used, spices bind better. The result is gulai kambing that is ‘gurih’, creamy, and ‘aromanya memikat’.

That insight became the creative anchor. Rather than a straightforward product demonstration, Animal3 built a music-based video that transforms goats into both the festive symbol and the entertainment hook. The tone is playful, the message is precise, and the association with Sasa Santan is instant.

The jingle is not decorative it is strategic. Adapted from one of Sasa’s longest-standing sonic identities, the music logo was reimagined into something celebratory and new, giving the campaign both novelty and brand depth simultaneously.

Its catchiness became one of the campaign’s strongest elements: easy to remember, easy to repeat, and naturally built to spark digital conversation. By giving audiences a sonic hook they could quote, share, and play back in their heads, the jingle helped the idea live beyond the film itself and stay active in online culture.

“Working with Animal3 is an exceptional experience. Their passion for creative execution is outstanding, as they set a high standard and are always keen to go the extra mile,” said Rahmanu Nanda, Sr Manager Consumer Acquisition $ Retention, PT SASA INTI

Digital reach alone rarely builds lasting brand affinity. Animal3 and Sasa Santan brought the campaign into physical community life through an on-ground activation at Masjid Agung At-Tin in East Jakarta — one of the city’s most significant sites for Idul Adha qurban distribution.

During qurban meat distribution, 4,800 packs of Sasa Santan were placed directly inside meat packages with special branded packaging ensuring the product was present at the exact moment when a family would need it. Live cooking demonstrations showed how to elevate gulai kambing using Sasa Santan, and a cooking competition featuring ten teams of mothers turned the activation into genuine community participation rather than a branded spectacle.

This is the kind of integration that makes a campaign feel generous rather than promotional and it requires both strategic clarity and production discipline to execute well at scale.

What distinguishes this collaboration is not a single campaign but a repeating pattern. Year after year, Animal3 brings Sasa Santan back to the same cultural moment with fresh creative executions and a consistent strategic spine. The symbols rotate. The insight deepens. The brand association compounds.

Aldina, Head of Digital & Marketing, PT Sasa Inti, said: “We didn’t just want to create work with stopping power around Sasa’s core strengths as a rich and creamy coconut milk, we wanted to go beyond that. We wanted something that lingers, that entertains, and that feels unmistakably Sasa.”

This is harder than it looks. Maintaining creative energy across a multi-year campaign avoiding repetition while preserving continuity demands both strategic discipline and genuine creative ambition. The goat campaign does not feel like a sequel. It feels like a brand at the height of its confidence.

“Sasa Santan provides the strategic ambition to dominate the festive territory. Animal3 turns that ambition into creative outputs strong enough to spark conversation, entertainment, and recall online and offline,” added Febrian, Co-Founder, Animal3 Creative.