Client: NIL

This rebranding proposal was done and pitched to judges from Asia Pacific Region in the Global Chinese Marketing Federation (GCMF) as part of the Global Brand Planning Competition 2018.

Indulge by Bengawan Solo

By Brendon Lim (Team Lead), Pristine Chay, Firdaus AM, James Lau & Gaikwad Shrushti

#CTRLCANCER

OVERVIEW

The team represented Republic Polytechnic’s School of Management and Communication in an annual Global Brand Planning Competition 2018, organized by the Global Chinese Marketing Federation and Marketing Institute of Singapore.

OBJECTIVES

As part of the competition criteria, participating teams were required to propose a Brand Business Proposal on a selected existing brand to re-strategize with a competition rebranding strategy.

SELECTED BRAND

The team chose local traditional cakes and pastries leading brand – Bengawan Solo for their rebranding strategy. Bengawan Solo upholds almost 40 years of experience and history in Singapore’s food industry.

PRIOR RESEARCH

Perceptions on Selected Brand

Through an online survey done by 33 respondents aged between 18 to 45 years old, audiences associate Traditional, Cultural and Old with the brand.

Issues with Selected Brand

Lack of Brand Awareness
Unplanned Purchases
Low Top of Mind Brand Recall

OPPORTUNITY

In the survey responses, 70% of the respondents Agree and Strongly Agree that they would like to understand their tradition better. In addition, 90% of the respondents rated their level of interest towards their tradition as Neutral to Very Interested.

Existing consumers include mostly Silver Generation of ages between 30 to 50 years old. Millennials aged between 18 to 35 years old are generally not within the consumer market of Bengawan Solo. From the established interests people had towards their tradition, the team wondered “How can a brand target new market while retaining the old?”.

ABOUT INDULGE

Indulge will be a sub-brand under its mother brand – Bengawan Solo with its brand name being Indulge by Bengawan Solo. With Indulge, it would open doors for new consumer market of the millennials while retaining the current existing consumers that Bengawan Solo owns. An existing Bengawan Solo outlet at ION Orchard will be converted into a Indulge outlet as part of the rebranding strategy.

The store will be selling products where consumers are given the opportunity to customize their own cakes and pastries. Products will be served as the original Bengawan Solo product but consumers can customize on their own – Instead of regular Pandan Cake, they can customize it to be a Melted Chocolate-Glazed Pandan Cake.

The big idea for Indulge was Re-imagine Tradition through balancing tradition and modernity. After years of tradition from the old days have past, how are the current millennials going to re-imagine tradition?

CREATIVE CONCEPT

Indulge Logo

Indulge Packaging

Credits: Pristine Chay

Indulge Store Design

Indulge Menu

Indulge Moodboard

Indulge TVC Video

Credits: Clarabelle Tan & Edward

Social Media Posts

PUBLICITY STRATEGY

Social Media

A series of two campaigns will be executed on social media platforms to garner potential reach and engagements from our audiences.

What’s Next Campaign

During the Pre-publicity period of the entire rebranding strategy, the What’s Next campaign was planned to create awareness and garner curiosity to tease for the upcoming Brand Launch.

The campaign will come in a series of 4 posters, each revolving around a specific theme of a milestone that most people can relate to. For instance, graduating from college, getting a first job and getting married.

This aims to allow audiences to resonate with Bengawan Solo as a brand since after almost 40 years of success, what is up next for Bengawan Solo.

#TheWayWeKueh Campaign

During the Actual publicity period of the entire rebranding, #TheWayWeKueh campaign hopes to garner hype and virality to the rebranding through street interviews of asking how people “KUEH”, also known as eat.

People will be asked to eat a traditional nine-tier kueh (九层糕) and they will either eat it in one bite or peel it layer by layer. Thus, audiences will be sharing their way of eating through engaging in the comments section.

Credits: Xavier Lur (@xavierlur)

This gives the audiences a sense of pride in the way they “KUEH” and hopes to allow them to re-imagine the tradition they may have forgotten.

Media Relations

Media press kits will be sent to local news outlets for potential media coverage on the rebranding strategy in hope to garner more potential reach in the news platforms, both digital and traditional.

TIMELINE

The rebranding strategy and campaign will cover a course of 2.5 months.