Bintang and HYPEBEAST partner with local talents to revive Bali economy

Indonesian beer brand Bintang has partnered with HYPEBEAST to launch an exclusive capsule collection. Titled #BersamaBali - which means "Stand with Bali" - the collection implores Bali enthusiasts to show their support for the Balinese community as it struggled amidst the pandemic. 

The collection spotlights eight local Indonesian brands, designers and collectives, especially those based in Bali or with a shared concern for Bali. The partnership spotlights eight local Indonesian brands, designers and collectives, especially those based in Bali or with a shared concern for Bali: Devá States, Ican Harem, Kismin Boys, Pleasure, PNNY, Rollfast, Ryan Adyputra and Televisi Star. 

Despite the differences in their creative styles, the eight collaborators designed a collection that interprets how Bintang beer is deeply associated with the essence of Bali. The collection comprises t-shirts and sleeveless tops adorned with unique designs, featuring bold colors and stylish illustrations. The capsule collection will be available for purchase online from 18 November 2021. Prices start from IDR300,000.

Jessica Setiawan, marketing director for Bintang manufacturer Multi Bintang Indonesia, said that in addition to helping the Balinese community, the collaboration put a spotlight on the local creative industry, which was also hurt by the pandemic. "As an iconic Indonesian beer brand that’s integral to the Bali experience, Bintang has and will continue to 'Stand with Bali', especially in these tough times. This is why we joined hands with HYPEBEAST, as well as eight collaborators from various backgrounds, to raise support for Bali,” she added.

Setiawan also said that fueled by its philosophy "Berbeda Bersama", which means "celebrating differences", the company will match every donation raised through the sales of the capsule collection, thus doubling the amount, be donated through Rice for Bali to support communities in need.

HYPEBEAST Indonesia managing director Michael Killian said it was excited when Bintang called for a collaboration in the creation of this exclusive capsule collection. "This is the first time that these fashion-forward streetwear brands from Indonesia stand together in one collaboration, with Bintang and HYPEBEAST, for Bali,” he added.

Aside from the collaboration with HYPEBEAST, Multi Bintang has also introduced various initiatives to support local businesses when Bali was under lockdown to curb COVID-19 transmissions. For instance, it placed inspirational ads on the shutter doors of the closed down minimarkets to provide them with an alternative revenue stream. Multi Bintang Indonesia was established in 1931. In 2014, it recorded a milestone with the construction of a new production facility in Sampangagung, East Java, to produce non-alcoholic beverages, said the company.

In August, Multi Bintang Indonesia appointed strategic communication consultant Maverick Indonesia to manage communications for four of its brands; Heineken, Bintang Pilsener, Bintang 0.0%, and Bintang Crystal, following a pitch. The company said then that Maverick will be responsible for ensuring existing and mature core brands such as Bintang and Heineken remain relevant to consumers. It will also ensure that the newer brands are well introduced and promoted, including Bintang Crystal that has just entered the market this month. 

Multi Bintang is not the only brand that aims to revive tourism in Bali. In July, beachfront venue Finns Bali launched what it described to be the "biggest tourism campaign" in the history of Bali to attract footfall to the destination. Done in partnership with some of the island’s major industry stakeholders, including Bali Tourism, Wonderful Indonesia, Bali Hotels Association and Garuda Indonesia, the global campaign was titled "Back to Bali" and aimed to breathe life and bring hope back to the destination after a challenging year as a result of the pandemic. 

As part of the campaign, Finns Bali is offering a Bali holiday experience voucher valued at IDR15 million which can be purchased for just IDR5 million. The voucher covers F&B and accommodation credits as well as a Finns VIP membership credit and can be purchased via the Back to Bali portal. According to Finns Bali, credits are also fully interchangeable, allowing users to customise them to suit different needs. 

Power up your PR and communications efforts today with MARKETING-INTERACTIVE's PR Asia Week on 1 and 2 December. Learn ways to build an evidence-based practice, up the ante on your strategies, and be head and shoulders above your competition. Click here to register today! 

Related articles:
Multi Bintang cheers on a new communications consultant
Bintang Beer gets Indonesians toasting during tough times with home activities-themed packaging
Finns Bali invests about US$300k to breathe life back into island with tourism stakeholders
The Apurva Kempinski Bali Resort campaign shows distinctive brand philosophy