MullenLowe Lintas Indonesia brings Indonesia’s matcha trend to life for Indomilk and MaxSwich

How MullenLowe Lintas Indonesia constructs two distinct launches from a single cultural moment. In 2026, matcha is having its spotlight moment in Indonesia. From Japanese pop culture to the growing café scene, it has become more than just a flavour. It is now part of how people discover trends, express themselves, and enjoy everyday moments.

So when MullenLowe Lintas Indonesia worked on two new matcha product launches, the challenge was not simply to make matcha interesting. It was to understand what matcha meant to two very different audiences, and turn that into two different creative answers.

One was Indomilk Kental Manis Creamy Matcha. The other was MaxSwich Japan Edition, being led with Matcha flavor.

Same matcha trend, but two different plays.

INDOMILK KENTAL MANIS CREAMY MATCHA: BRING THE MATCHA CAFÉ HOME

For Indomilk Kental Manis Creamy Matcha, moms remained the core audience, while younger matcha lovers became an important second layer.

For this younger audience, matcha is already strongly connected to café culture. So rather than simply talking about a new flavour, the campaign tapped into the fun and familiarity of the matcha café experience, and brought it closer to home.

Music also became an important part of that approach, with an original song helping the campaign feel more playful, contemporary and culturally relevant.

“We knew we could not just talk about matcha as a flavour. Young people already have a strong reference for what matcha feels like, especially from cafés. We wanted to bring that feeling into something more fun and accessible at home,” said Amira Hapsari, Associate Creative Director at MullenLowe Lintas Indonesia.

Eva Latifah, Brand Manager for Indomilk, added, “We wanted Creamy Matcha to feel relevant for both the mother who makes something at home and the younger consumer who already loves matcha. The campaign helped us connect those two worlds.”

INDOFOOD ICE CREAM MAXSWICH: SWITCH INTO YOUR OTHER SIDE

For Indofood Ice Cream’s MaxSwich, the opportunity came from a different cultural space.

The product is already built around switching moods. With the launch of its Sakura and Matcha flavours, MullenLowe took that product truth into Japanese pop culture in Indonesia, using its exaggerated and playful nature to create an absurdist surreal world.

With this approach, MullenLowe Lintas Indonesia made Japan more than a visual reference; it became a playground where consumers could switch to another side of themselves.

“With MaxSwich, we did not want the launch to feel like just announcing a new flavour. Just like the product itself, we wanted our consumer to freely switch their mood. And Japanese culture gave us the perfect playground to make that idea playful and unexpected,” said Jodi Baskoro, Associate Creative Director at MullenLowe Lintas Indonesia.

For Leni, Senior Brand Manager at MaxSwich, the approach made the launch feel true to the brand. “The Japan Edition gave us a fresh way to express what MaxSwich has always been about: enjoying a different side of yourself.”

One trend. Two different answers.
For MullenLowe, the two launches show that following a cultural trend does not mean following the same creative formula.

“Matcha may be the common trend, but the consumer relationship with matcha is not the same. We started by understanding who we were talking to, what matcha means to them, and what role the product could play in their lives,” said Fajar Arya Kumbara, Chief Strategy Officer at MullenLowe Lintas Indonesia.

Ezra Gabrielle, Associate Business Director, added, “The challenge was never just about launching a new matcha variant. We had to make sure each idea was right for the consumer, the occasion and the role of the product.”

Two products with two different audiences.
One matcha trend.
Two very different plays.

Indofood Ice Cream Maxswich
Agency
Chief Creative Officer: Anca Sangadji
Chief Strategy Officer: Arya Kumbara
Chief Growth Officer: Amelia Pryana
Associate Business Director: Ezra Gabrielle
Associate Creative Director: Jodi Baskoro
Art Director: Cecilia Carla Clarisa
Copywriter: Gabriel Possenti Bisma Bagaskara
Senior Account Manager: Nada Salsabila
Account Executive: Christabel Vinka Dharmawan
Producer: Daesyi Hayon
Project Officer: Fifi Vauzanur, Aga Fiqdawan

Client:
GM Marketing SCMI – Indolakto: Anita Wibowo
Senior Brand Manager: Leni Damayanti
Brand Manager: Aulia Dewandaru
Assistant Brand Manager: Alika Purnami
Senior Digital Manager: Riza Nurliyansyah

Production House
Berkah Film
Director: Sanhaji
Executive Producer: Agustina Angeline

Indomilk Kental Manis
Agency
Chief Creative Officer: Anca Sangadji
Chief Strategy Officer: Arya Kumbara
Chief Growth Officer: Amelia Pryana
Associate Business Director: Ezra Gabrielle
Associate Creative Director: Amira Hapsari,
Sr. Art Director: Diandra Permata Sari
Art Director: Tirta Perdana Jaya
Sr. Copywriter: Sofia Misnal
Graphic Designer: Hafizh Nur Athaya
Account Manager: Raditya Putrarendani
Senior Account Executive: Naufal Sulistyawan
Producer: Daesyi Hayon
Project Officer: Fifi Vauzanur, Ariyanti Sutono

Client
GM Marketing SCMI – Indolakto: Anita Wibowo
Senior Brand Manager: Lambok Napitupulu
Brand Manager: Eva Latifah
Brand Executive: Farid Anwar

Production House
Berkah Film
Director: Ray Farandy Pakpahan
Executive Producer: Agustina Angeline