Driving a promotional campaign for delicious and refreshing drinks during the Ramadan season
Yeo’s is one of Southeast Asia’s most prominent ready-to-drink brands, known for its wide range of traditional Asian beverages such as Grass Jelly, Chrysanthemum Tea, Jasmine Tea, and Winter Melon, among other iconic flavors. In the lead-up to Ramadan, Yeo’s Indonesia launched a comprehensive promotional campaign centered around its Cincau (Grass Jelly) drink. The campaign featured influencer collaborations, restaurant partnerships, video and ad production, and a suite of dynamic, localized visual assets.
Traditionally, fasting Muslims break their fast with takjil, which is typically a sweet snack or drink designed to provide quick energy for the body, allowing the person to get recharged and prepare for the larger meal to come. As part of its Ramadan campaign, Yeo’s Indonesia aimed to position its Cincau drink as one of the ideal new, delicious, and convenient choice for breaking fast, alongside other popular products such as Sari Kedelai (Soy Milk) and Sarang Burung (Bird's Nest).
We worked closely with the Yeo’s Indonesia team to develop a comprehensive campaign visual identity and launch strategy to promote the Cincau drink during Ramadan. Our first step was identifying the diverse Muslim audiences across Indonesia, ranging from young adults to multi-generational families, who form the core of the campaign’s target demographic. We then mapped out their unique interests and media behaviors during the Ramadan season, using these insights to craft visually dynamic and culturally relevant key visuals that reflected the rich diversity of Indonesia’s Muslim communities.
To bring the campaign to life, we collaborated with various influencers, including former MasterChef Indonesia contestant Yulita Intan Sari, who has nearly 1 million followers and is a prominent Muslim momfluencer. Together, we created an exclusive Ramadan recipe featuring Yeo’s Cincau drink that was sold for a limited time only at a Jakarta restaurant. Other KOLs were invited to try the special menu and create their own content around the collaboration, generating a buzzworthy marketing moment. This not only boosted visibility but also encouraged audiences to experiment with their own Cincau creations, which we curated and amplified as part of the broader Ramadan content strategy.
Our core objective was to position Yeo's Cincau as the top-of-mind choice for breaking the fast during Ramadan. Leveraging the local tradition of using cincau in takjil (the customary sweet snack often eaten as the first item when breaking one's fast), we collaborated with celebrity chef Yulita Intan Sari and various restaurants to showcase the product in exclusive seasonal menus. Additionally, we drove massive brand awareness through an engaging video competition campaign offering attractive prizes.
- increase in Yeo's Indonesia's social media profile views
- 0%
- increase in social media reach
- 0%
- increase in website clicks
- 0.0%
The Ramadan campaign launched in March 2025 and ran for nearly two months, creating a significant marketing moment for Yeo’s Indonesia, particularly among audiences outside of Jakarta, in cities such as Bandung, Batam, and Pontianak, where brand awareness has historically been lower.
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