M&C Saatchi wins digital accounts in Indonesia

M&C Saatchi has won the digital accounts for two brands owned by Indonesian firm Amarta Indah Otsuka.

The announcement:

Following two separate pitches in Indonesia, Amarta Indah Otsuka has awarded the Digital AOR Business to M&C Saatchi for two of their brands – Pocari Sweat Ion Water and Oronamin C. The pitch was conducted in January 2018, and awarded in February, but announcements are being made following the official launch of both brands.

Pocari Sweat Ion Water is a low calorie isotonic RTD brand under the Pocari Sweat Portfolio, which has been rebranded and relaunched from its previous avatar, Pocari Sweat Ion Essence. Given the changing dynamics and consumers’ preference for low calorie food intake and a healthier lifestyle, the brand chose to rebrand to help fulfil a more meaningful purpose in people’s lives.

Oronamin C is a legacy brand in Otsuka’s portfolio which was first introduced in 1965 in Japan. It is strongly entrenched in the Japanese culture, and enjoys massive consumer patronage in South Korea. Oronamin C contains isoleucine and many other essential amino acids as well as many vitamins such as vitamin B2, vitamin B6andvitamin C. Otsuka now brings this iconic brand to consumers in Indonesia. The brand will use Ms. Haruka Tomatsu, the popular Japanese actress and singer with a huge fan-following in Indonesia, to accelerate salience in the Indonesian market. M&C Saatchi’s scope is integrated marketing, with a digital-first approach.

Speaking on the appointment, Mr. Daniel Pieter Sumual, Marketing Director, PT. Otsuka Indonesia, said, “We have huge ambitions for both Pocari Sweat Ion Water and Oronamin C for the Indonesian market.” Our company’s philosophy is ‘Otsuka-people creating new products for better health worldwide.’ We have a culture of innovation, and we keep reinventing ourselves to enrich consumers’ lives. To help us deliver this, we needed a strong partner with both strategic and creative capabilities, and well versed in transcending communication across
today’s complex and fragmented omni-channel environment. M&C Saatchi

Indonesia showed promise in meeting these objectives and we found worthy partners in them.”

In a joint statement, Anish Daryani, Founding Partner and President Director, and Dami Sidharta, Partner and ECD, M&C Saatchi Indonesia, said “Nobody forgets their first love, and their first client. We will cherish and grow this relationship from strength to strength.”

Daryani also said “We have a heritage of building brands based on our philosophy of ‘Brutal Simplicity of Thought’ and we are glad demonstrating this on Otsuka’s brands helped us win their trust. We are excited about the work that will follow and will set new benchmarks in the category going forward.”

Sidharta added, “We really cherish the faith Otsuka has shown in us, and will endeavour to deliver the best possible results for both Pocari Sweat Ion Water and Oronamin-C.”

Source: M&C Saatchi press release



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