Matcha product launches in Indonesia require distinct creative strategies for different audiences, according to MullenLowe Lintas Indonesia executives. In 2026, the flavor trend spans multiple consumer segments, prompting agencies to tailor campaigns for home preparation and surreal pop-culture expression rather than applying a single formula.
Indomilk Kental Manis Creamy Matcha Targets Home Café Culture
For the Indomilk Kental Manis Creamy Matcha campaign, MullenLowe Lintas Indonesia focused primarily on mothers while engaging younger matcha consumers as a secondary audience, according to agency disclosures. Rather than simply promoting a new flavor, the campaign leveraged the familiarity of café culture to encourage at-home consumption.
“We knew we could not just talk about matcha as a flavour,” said Amira Hapsari, Associate Creative Director at MullenLowe Lintas Indonesia. “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.”
The campaign incorporated an original song to build playful, contemporary cultural relevance. Eva Latifah, Brand Manager for Indomilk, stated that the product aimed to bridge two worlds by appealing both to mothers preparing items at home and to younger demographics already familiar with matcha.
Indofood Ice Cream MaxSwich Uses Japanese Pop Culture
Indofood Ice Cream took a different creative path with its MaxSwich product line, introducing Sakura and Matcha flavors through an absurdist, surreal world inspired by Japanese pop culture. According to MullenLowe Lintas Indonesia, the campaign framed Japanese culture as a playground where consumers could express alternate sides of their personality.
“With MaxSwich, we did not want the launch to feel like just announcing a new flavour,” said Jodi Baskoro, Associate Creative Director at MullenLowe Lintas Indonesia. “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.”
Leni, Senior Brand Manager at MaxSwich, noted that the Japan Edition aligned with the brand’s core identity of exploring diverse personal moods. Fajar Arya Kumbara, Chief Strategy Officer at MullenLowe Lintas Indonesia, emphasized that consumer relationships with matcha vary widely despite shared interest in the trend.
Did You Know?
Frequently Asked Questions
What was the core strategy behind the Indomilk Kental Manis Creamy Matcha launch?
The campaign brought café-style matcha experiences into home preparation, targeting mothers and younger consumers through accessible recipes and an original song, according to MullenLowe Lintas Indonesia.
How did Indofood Ice Cream market its new MaxSwich flavors?
Indofood Ice Cream utilized Japanese pop culture and absurdist surrealism to promote its Sakura and Matcha variants, encouraging consumers to switch between different moods, according to agency and brand representatives.
Who led the creative development for these campaigns?
The campaigns were developed by MullenLowe Lintas Indonesia under Chief Creative Officer Anca Sangadji and Chief Strategy Officer Arya Kumbara, alongside dedicated brand teams from Indolakto.
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