Product Launch that Guaranteed to Cheese Your Day!
Emina Cheese Launch Overview
As one of the new contender of cheese line product in Indonesia, Emina, developed by Mitsubishi Corporation, need to make differentiation as well as communicating the straightforward benefit of cheese in the context of family life. In this campaign, we focused into 2 different target points, the Mother, and the Kids, utilising two different kind of its hero product lineup: Cheese Block and the first, locally produce Cheese Stick.
In this launch campaign plan, we create 3 different set of launch video that cascade the product through fun and uplifting, happy-go-lucky communication. Not only develop the look and story, but also coreaograph a simple and fun dance to sing a long with the signature emina jingle.
Video #1 - Mom and Kid Dance
For the first video, we develop the jingle as well as coreograph the dance to fit along well and can be adapt into various of activity. The dance signature itself convey the spirit of brand communication of Cheese Your Day and how its product can bring smile and joy to your family. Also, look how we design the dance move that can convey each of the different cheese product to get along with different target audience (cheese block for mother, and cheese stick for the kids)
Video #2 - On the School
The second video focused more into the Cheese Stick lineup that fit and easy to consume as children provision during school time. The signature jingle itself elaborate easily to give a cheerful mood to the whole story
Video #3 - Happy Family
For the third episodes, we highlight more into different type of Cheese Block variants that shown into separate, continous cooking scene.
This adwork was created during my tenure at Rise/Mullenlowe as a Creative Group Head (2016-2018)
In these two years of working, I grew myself to lead as a creative as well as helping to translate the strategy approach and implement the idea on how to create integrated idea campaign that can make impact.