Kratingdaeng repositions as a youth ally with 'Satu energi, satu semangat'

Kratingdaeng, the veteran energy drink brand with more than 30 years in Indonesia, is taking a step further to resonate more deeply with the nation’s younger generation. Under a new brand campaign titled “Satu energi, satu semangat” (One energy, one spirit), the company is blending lifestyle, creativity, and emotional resonance.

While many in the market have long recognised Kratingdaeng’s iconic glass bottle (launched in 1991) and the Red Bull Gold Can (introduced in 2018), recent research revealed a persistent disconnect among consumers - many were unaware the two formats came from the same brand.

The campaign seeks to address that brand fragmentation. “Now, both are officially united under a more recognisable name: Kratingdaeng. This move affirms the brand’s identity and ensures consistent communication as we reach out to Indonesia’s increasingly dynamic youth,” said Winny Irawati, Kratingdaeng’s head of marketing, as quoted by state-owned radio RRI.

Don't miss: Jakarta's Car Free Day gets an energy overhaul with Extrajoss Ultimate

At its core, the campaign reframes Kratingdaeng not just as a physical energy booster, but as an emotional and mental companion for youth navigating a fast-paced world. The brand’s narrative now centres on being a travel mate - metaphorically and literally - for young Indonesians with drive and creative spirit.

“We want to be present in the midst of it all - as a companion on the journey. As the energy that fuels movement, and the spirit that strengthens every step,” Irawati added.

To visualise this repositioning, Kratingdaeng collaborated with contemporary artist Muklay (Muchlis Fachri) for a participatory art installation titled “Wall of art: Satu energi, satu semangat.” At the centre stood a sculpture of Si Jabrik, an original character symbolising the brand’s raw energy and authenticity.

The brand also launched limited-edition merchandise - scarves, tote bags, and T-shirts - designed by Muklay, translating the campaign’s ethos into wearable symbols of expression.

In parallel, a Myth-Xologist Station was set up to offer drinks made with Kratingdaeng as the base, aiming to demystify and debunk common myths around energy drinks through casual, friendly education.

Additionally, Kratingdaeng hosted a Celebrity Match featuring public figures such as Al Ghazali, Omar Daniel, and Pasmingbased. They joined selected attendees for padel and basketball sessions, reinforcing the campaign’s message of inclusivity and communal spirit.

“With the new slogan ‘Satu energi, satu semangat’, Kratingdaeng carries a powerful message: energy can come from the outside, but true spirit is born from within. And that’s what we aim to keep igniting for an Indonesia that keeps moving forward,” Irawati concluded.

Digital Marketing Asia returns to Jakarta on 15 October, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Chenle of NCT Dream to headline CHAGEE Indonesia's Gandaria City launch
Ferrari loses logo suit against local energy drink Wee Power
MILO advocates nutritious sahur for enduring energy during Ramadan