Indolakto's MaxSwich invites Indonesians to unleash their 'other side'

Indolakto’s MaxSwich has launched its Japan Edition, introducing Sakura and Matcha flavours through a new campaign by MullenLowe Lintas Indonesia designed to encourage Indonesian Gen Z and Millennials to embrace their more playful side.

Running from August to October 2026, the campaign, titled “So Max enaknya, So Swich es krimnya”, uses an intentionally absurd creative approach to build excitement around the new flavours. The film follows consumers through a series of uncomfortable and exhausting situations, before they transform into their imagined characters after taking a bite of MaxSwich.

The campaign aims to encourage consumers to “unleash their other side” - a side they may typically keep hidden - while positioning MaxSwich as a simple way to take a playful break from everyday routines.

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The creative rollout spans multiple touchpoints, including digital video, key visuals, social media content and additional executions planned throughout the three-month campaign.

MullenLowe Lintas Indonesia has produced several video assets for the launch, including 30-second and 15-second versions featuring a “Magical Girl” concept, a 30-second couple-focused execution, and six-second spots highlighting the Matcha and Sakura flavours.

The Japan Edition builds on the growing appeal of Japanese-inspired tastes and aesthetics, but the campaign’s proposition is less about simply recreating a Japanese experience and more about using the flavours as a trigger for playful self-expression.

“Today, consumers are always looking for simple ways to enjoy a little break and make everyday moments more exciting, give an energy boost and lift up their mood. Through the launch of MaxSwich Japan Series in Sakura and Matcha flavours, we want to bring the unique taste and experience of Japan closer to Indonesian consumers in a way that feels easy, fun and indulgent,” said Leni Damayanti, senior brand manager, ice cream at Indolakto.

“More than just enjoying a new flavour, MaxSwich invites consumers to take a playful escape from their daily routine and unleash their other side, even through the simplest moment of enjoying an ice cream.”

The campaign was led by MullenLowe Lintas Indonesia’s chief creative officer Anca Sangadji, chief strategy officer Arya Kumbara and chief growth officer Amelia Pryana. Jodi Baskoro served as associate creative director, with Cecilia Carla Clarisa as art director and Gabriel Possenti Bisma Bagaskara as copywriter.

Production was handled by production house team led by director Sanhaji and executive producer Agustina Angeline.

Indolakto is an Indonesian dairy company and part of Indofood CBP, with brands including Indomilk, Kremer, Tiga Sapi and Milkuat.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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