Fibe Mini embeds itself in everyday eating habits through dentsu-led media strategy

Digestive health brand Fibe Mini has rolled out a behaviour-first media strategy with dentsu Indonesia, aiming to reposition the product from an occasional remedy to an everyday wellness companion.

The campaign sought to address a common challenge in the health and wellness category: while Fibe Mini was already familiar to consumers, it was largely perceived as a solution for digestive discomfort rather than a product that could support daily fibre intake.

Instead of relying solely on messaging to alter perceptions, dentsu Indonesia centred its strategy on changing consumer behaviour. The agency identified a habitual consumer action - photographing meals before eating - as a strategic opportunity to introduce conversations around fibre consumption at the moment it becomes most relevant.

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To capitalise on this behaviour, dentsu Indonesia directed consumers towards Fibe Mini’s AI Fibre Scanner, an interactive microsite developed in partnership with FreakOut. The platform allows users to scan meals and assess their fibre content, helping them understand whether they are meeting their daily nutritional needs.

The campaign deployed precision targeting across Jakarta, Surabaya, Makassar, Bandung and Semarang, focusing on women aged 25 to 34 with strong interests in health and wellness.

According to dentsu Indonesia, users not only engaged with the AI Fibre Scanner but also clicked through to purchase products and voluntarily shared their results. The agency said the level of engagement demonstrated a shift from reactive purchasing behaviour towards more proactive consideration of daily fibre intake.

Henry Adi Gustian, head of marketing at Fibe Mini Indonesia, said the brand’s objective extends beyond product sales to driving lasting behavioural change among consumers.

“Fibe Mini aims to become the everyday solution for fulfiling daily fibre needs, embedding itself as a habit within a healthier lifestyle. By building a deeper understanding among Indonesian consumers about their actual fibre intake gaps, Fibe Mini positions itself not just as a product, but as a practical and accessible solution: high in fibre, convenient, and easy to integrate into daily routines,” he said.

“To achieve this, we needed a media partner who truly understands our audience, and recognises that our goal goes beyond selling a product. We are trying to reshape daily behaviour. What dentsu Indonesia brought to the table was the ability to transform this narrative into something experiential rather than purely instructional, turning education into engagement, and awareness into action.”

Dhianing Pramasari, media director at dentsuX Indonesia, said the agency deliberately anchored the campaign around an existing consumer habit rather than attempting to create a new one.

“We wanted to move Fibe Mini from the cabinet into the daily routine, a behaviour shift that needed a different kind of answer. We knew we were speaking to health-conscious individuals who care about what they eat but may not always know what they’re missing. Meal photography gave us that moment where the brand’s proposition and daily habit intersected. We just made sure the right people encountered it at exactly the right time, in exactly the right frame of mind.”

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