Beverage manufacturer Multi Bintang Indonesia has appointed strategic communication consultant Maverick Indonesia to manage communications for four of its brands; Heineken, Bintang Pilsener, Bintang 0.0%, and Bintang Crystal, following a pitch.
The company said that Maverick will be responsible for ensuring existing and mature core brands such as Bintang and Heineken remain relevant to consumers. It will also ensure that the newer brands are well introduced and promoted, including Bintang Crystal that has just entered the market this month. Particular approaches were needed to ensure that communication could proceed eﬀectively and well targeted in these times of pandemic, added Multi Bintang.
Multi Bintang Indonesia was established in 1931. In 2014, it recorded a milestone with the construction of a new production facility in Sampangagung, East Java, to produce non-alcoholic beverages, said the company.
According to Multi Bintang Indonesia marketing director, Jessica Setiawan, Maverick was chosen as it oﬀered an “interesting and non-conventional communication strategy to keep the four brands relevant in today’s world”. She added that the approach is important considering that the brands have to be able to “communicate responsibly amid the hustle and bustle of information ﬂows in the digital world”.
Marsha Imaniara, Maverick Indonesia general manager, said that the appointment is a valuable opportunity for the agency to come out with creative and meaningful works. She added that "the success of this communication program would be measured based on a communication performance measurement framework launched by AMEC (Association of Measurement and Evaluation) so that the results will be more actionable."
Maverick’s portfolio of clients include Airbus, Alibaba Group, Asia Pulp and Paper (APP), Aqua, Xiaomi, WhatsApp, Spotify, Danone, Freeport and Pfizer, as seen on its website.
On a related note, Multi Bintang appointed Publicis Groupe to handle creative and social duties for Multi Bintang and Heneiken in Indonesia, following a pitch late last year. The incumbent agency Lowe also vied for the account. Separately, the beverage company also collaborated with creative agency The ROMP Group to launch a stay-at-home multipack with a home activities-themed design. With the words "Stay home. Stay united. Enjoy Bintang." on the packaging, the multipack aimed to be a “suitable companion for those who are staying at home during quarantine”.