A digital competition on Cheetos’s unique shapes is hoped to encourage teens in creating positive content.
Jakarta, August 7, 2019 – A subsidiary of PT Indofood CBP Sukses Makmur Tbk in the Snack Food division, PT Indofood Fritolay Makmur, a joint venture with the renowned snack and beverages company, PepsiCo. Inc., through one of its products, Cheetos, is inviting school teens to sharpen and deliver their creativity beyond limit through imagination and narratives in a campaign called ‘’Imajinasikan Bentuk Cheetos-Mu’ starting August 1 to November 10, 2019.
The ’Imajinasikan Bentuk Cheetos-Mu’ digital campaign is based on the background that each piece of Cheetos is unique and different from the others. None of those pieces are similar in each pack. Indonesians recognize Cheetos as a snack with its crunchy texture and legendary barbeque-corn flavor. However, this time Cheetos lovers are invited not only to enjoy the taste, but to also have a great time in the excitement of hunting the most unique Cheetos shapes, and make them an art work worth competing.
Harry Susanto Wibowo, Marketing Manager of Snack Food explains that “As a brand that is closely related to teens around the age of 12 to 15 years old, we see their daily internet activities involves working with various contents from their favorite content creators, starting from viral videos, memes, up-to-date hashtags, apps and even the newest photo filters. Through this digital campaign, we invite Indonesian teenagers to reduce the use of gadgets and be more creative by using one unique piece of Cheetos and their imagination.”
“Furthermore, in addition to maximizing their enjoyment with their friends, the ‘’Imajinasikan Bentuk Cheetos-Mu’ campaign provides a medium and channel for Indonesian teens to creatively express their imagination, so more positive and distinctive content can be generated,” Harry explains.
The invitation to generate positive and unique contents is strengthened by Erwin Susanto, Brand Manager of Extruded Category advises that, “With the tendency of Indonesian teenagers who sometimes struggle to find inspirations and creative ideas, we are eager to challenge their imagination and motivation as content creators. Part of the criteria is the ability to see something ordinary and transform it into an interesting work of art that can be enjoyed and beneficial to many.”
To participate in the ‘Imajinasikan Bentuk Cheetos-Mu’ digital campaign this year, it is now more exciting and easy. By uploading or sending their unique Cheetos shape photo, complete with the narrative through Instagram, Facebook, WhatsApp or Line, participants will have the opportunity to win prizes with a total of Rp 3 million daily, during the period of collection from August 1 to September 30, 2019. For further information, participants can visit @Cheetos_Indonesia on Instagram and @Cheetos Indonesia on Facebook.
As a token of appreciation for the creativity and participation, all selected winners will get the opportunity to exhibit their unique shapes through the first Cheetos Museum in Indonesia that will be held in November 2019 at Kota Kasablanka Mall. The Cheetos Museum is an integration between online and offline campaigns, as well as the highlight of the activity from the ’Imajinasikan Bentuk Cheetos-Mu’ campaign.
All activities from the campaign and the road to Cheetos Museum will be summarized in various exciting contents on the Instagram account @Cheetos_Indonesia, with these hashtags; #CheetosIndonesia, #CheetosMuseumID and #imajinasikanBentukCheetosmu. The campaign will be highlighted by the participation of Key Opinion Leaders (KOL), who will encourage Indonesian teens to channel their imagination and creativity.
About PT Indofood CBP Sukses Makmur Tbk
PT Indofood CBP Sukses Makmur Tbk (IDX : ICBP) is an established and one of the market leading players in the consumer branded products sector. We are engaged in diverse business categories, including noodles, dairy, snack foods, food seasonings, nutrition and special foods, and beverages. In addition, ICBP also operates a packaging business, producing both flexible and corrugated packaging to support our main businesses.
We provide everyday solutions for consumers of all ages across market segments, with around 40 leading product brands. Many of these brands enjoy significant market positions in Indonesia, backed by decades of trust and loyalty from millions of consumers.
Majority of our products are available across the archipelago. Supported by our parent company’s extensive distribution network, we are able to meet the market demands in a timely and efficiently manner.
Our business operations are supported by more than 50 plants located in key areas across Indonesia. This enables us to be closer to market demand and ensure product freshness.
Besides Indonesia, ICBP products are also present in more than 60 countries around the world.
Nurulita Novi Arlaida
Head of Corporate Public Relations
PT Indofood Sukses Makmur Tbk
Sudirman Plaza Indofood Tower Lantai 9
Jl. Jend. Sudirman Kav. 76-78
T. +62 21 5795 8822 ext. 1169
F. +6221 5793 7466