Jakarta's Car Free Day gets an energy overhaul with Extrajoss Ultimate

Jakarta's Car Free Day saw an unexpected jolt of energy on 11 May, not just from joggers and cyclists, but from the rhythmic pounding of drums, confetti showers, and the buzz of Extrajoss reinventing itself.

Extrajoss, the household name that has fuelled generations for three decades, unveiled its next chapter with Extrajoss Ultimate—a green coffee-powered variant aimed squarely at the modern, active urbanite.

Far from a typical product launch, the brand transformed Sudirman into a moving carnival. A marching band set the tempo. Influencers, ballerinas, BMX riders, and even cheerleaders paraded from Bundaran HI to Gelora Bung Karno's Gate 6. Somewhere between spectacle and sweat, Extrajoss made a statement: it's no longer just about energy—it's about a lifestyle.

Don't miss: Indofood taps into Korea craze with youth-led K-fun fest

"In a world full of demands and distractions, Extrajoss Ultimate becomes a symbol of modern living—balancing work and life while keeping the body energised," said Arwin Nugraha Hutasoit, head of marketing at Bintang Toedjoe, in a release.

Gone are the sachets of old. The new canned design is sleeker, more practical, and more in tune with an image-conscious generation. But the change is more than skin deep. The brand has swapped out the old formula's kick for something subtler and longer-lasting: natural energy sourced from green coffee.

The product's launch day mirrored its message. Before any performance began, participants were guided through a shadow boxing session and HIIT challenge by the Rocca Space community. At the centre of it all stood a towering replica of the new Extrajoss Ultimate can. As confetti rained down and the can opened dramatically, the crowd was treated to an unannounced guest star and a closing concert from indie darling Juicy Luicy.

Fanny Kurniati, president director of Bintang Toedjoe, noted the brand's evolving audience. "We know today's youth are driven by hustle culture while trying to maintain a work-life balance. Extrajoss Ultimate is our way of supporting that high-energy lifestyle."

Meanwhile, a special Extrajoss Ultimate vending machine drew curious crowds, offering the public a chance to play and win prizes ranging from an iPhone 13 and a five-star hotel staycation to the coveted Ultimate Mystery Box. Those attending the Ultimate Takeover on 11 May and sharing their moments also stood a chance to win prizes.

Related articles:
The Palace Jeweler rekindles 'Dazzle your day with Prilly Latuconsina' at Bogor fan fest
Jollibee's Peach Mango Pie gets an IRL upgrade at The Dessert Museum
Kuningan City invites Jakarta to slow down with 'Break Time' campaign