We developed a simple yet powerful communication idea: #SerunyaBeda
As a long-standing player in the soda category, F&N needed to stand out to capture the attention of Indonesia’s younger generation, who are spontaneous, expressive, and always seeking new experiences.
Through this campaign, we positioned F&N Soda as a symbol of bold freshness, fun, and exploration.Because for the younger generation, freshness is not just about taste.
It is about the excitement of being different.
More about this project
F&N
2025
Through dynamic visual compositions, contrasting colors, and playful unexpected elements, each piece of content was designed to create a visual experience that feels fresh and different from the typical soda category. This approach helped F&N Soda appear more expressive and relevant to the lifestyle of the younger generation.
Cultural moments close to the audience, such as Chinese New Year and Lebaran, became the entry point to drive digital participation.
Through simple campaign mechanics and collaborations with KOLs, brand conversations grew organically across social platforms.
As a result, the campaign not only generated engagement but also drove significant audience growth.
