Diabetasol's 'Berani selingkuh' campaign spotlights mindful sugar consumption

Diabetasol is taking an unconventional route to capture consumer attention, launching a campaign that deliberately leans into controversy to start a broader conversation about mindful sugar consumption and blood sugar management.

The campaign, titled "Berani selingkuh sama yang manis-manis?" ("Dare to cheat with something sweet?"), uses the Indonesian word selingkuh (cheating or infidelity) as a metaphor for the everyday temptation to indulge in sweet foods and beverages.

Rather than encouraging unhealthy habits, the brand said the provocative phrase is intended to disrupt expectations, encourage discussion and ultimately educate consumers about making balanced nutritional choices.

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According to Diabetasol, the creative platform is built on the belief that maintaining healthy blood sugar levels should not require people to eliminate life's pleasures altogether. Instead, it encourages consumers to understand moderation, make informed dietary decisions and complement these choices with physical activity to support long-term wellbeing.

"Our objective was to create a conversation that people would stop and think about. The phrase 'Berani selingkuh sama yang manis-manis?' is intended as a creative metaphor that reflects the small temptations we all experience with sweet foods and drinks, while reinforcing the importance of making informed and balanced nutritional choices," said Dicky Sulaiman, business group manager, adult category.

The company said early consumer feedback suggests the strategy has succeeded in attracting attention. While many audiences described the campaign as fresh, memorable and engaging, others questioned its meaning, creating opportunities for the brand to further explain its message around blood sugar management and preventive health.

Beyond the headline-grabbing slogan, the campaign aims to reinforce that healthier living should not feel restrictive. Through relatable storytelling and educational messaging, the brand hopes consumers will become more conscious of their daily sugar intake without viewing healthy choices as something that diminishes their enjoyment of life.

Diabetasol is one of the nutrition brands under Kalbe Nutritionals, part of KALBE Farma, whose portfolio also includes Entrasol, Fitbar, Hydro Coco, Milna, Morinaga, Nutrive Benecol, Prenagen and Zee.

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