Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series

Indonesian milk brand Indomilk has launched a new campaign to promote its new Indomilk UHT Korean Series. The campaign features popular Korean idol members from SEVENTEEN: Vernon, S.COUPS, and Wonwoo.

K-pop culture has experienced an immense surge in popularity in Indonesia, prompting many brands to enlist K-pop idols as their ambassadors.

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However, creative agency Briburayu, which worked with the company on the campaign, claims that this trend has resulted in advertisements that often appear similar, blurring the distinctions between brands. For instance, idols overshadow the brands they represent, causing confusion among consumers.

It therefore aims to set a new standard by placing the brand itself as the focal point while leveraging the star power of these idols.

"Many brands hastily choose brand ambassadors without thinking about how to use them effectively. As a result, all brands get stuck in the same trap," said Reyhan Valiant, chief business architect at Briburayu.

The new campaign for Indomilk focuses on emphasising the brand's attributes rather than the idols themselves, by directly associating the idols with key features of the brand. The three seventeen members chosen to represent different flavours mirror the members’ own unique experiences.

S.COUPS, representing the Dalgona Coffee flavor, reminisces about Dalgona as a nostalgic candy flavor from his childhood, perfectly sweetened. Wonwoo, representing the Banana flavor, describes it as a milky-fruity taste that is distinctly Korean. Lastly, Vernon, representing the Goguma flavor, highlights its authentic Korean sweet potato flavor profile.

Briburayu’s creative team stated its desire for the campaign to be as natural and authentic as possible, in order to strengthen Indomilk’s position in the market and foster a deeper connection with its audience.

"Milk is not just for children. Its benefits are also important for young adults who need energy. Besides health benefits, the taste of milk is crucial. Indomilk chooses flavors inspired by popular Korean culture worldwide. One of our strategies is understanding their desires and preferences," said Vanda Ratana, general manager marketing of PT Indolakto, a subsidiary of Indofood CBP.

Briburayu also cites the 'peacock method' as the approach to understand what fans truly love about their idols. The campaign incorporates engaging dialogues and puns referencing the KPop group’s fan club, sparking conversations among audiences and strengthening the brand's presence.

"We believe that the essence of the brand should always shine through," said Galih Dion (Galon), chief narrative architect at Briburayu. "By focusing on the brand story of Indomilk and integrating it seamlessly with the experiences of Vernon, S.COUPS, and Wonwoo, we create a unique and memorable campaign that resonates with our audience on a deeper level."

Other brands that have collaborated with SEVENTEEN include Thai beverage brand SAPPE. As the first global brand ambassador for fruit drink Mogu Mogu, the 13 members of SEVENTEEN acted as the representatives of 'fun' and 'lively' for SAPPE’s fruit juice as part of the “Sip Chew Feel Mogu Mogu” campaign.

The campaign kicked off in South Korea and France, which are the key target markets.

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