Sasa Santan returns to Idul Adha with goat-themed campaign, refreshed sonic identity

Sasa Santan is deepening its connection with Idul Adha through a second consecutive campaign created in partnership with Jakarta-based agency Animal3 Creative, part of Future Creative Network (FCN).

The latest campaign builds on a long-term effort by the brand and agency to establish a distinctive presence around one of Indonesia's largest religious celebrations, leveraging the close association between qurban meat dishes and coconut milk-based cooking traditions.

This year's creative centres on the goat, a key symbol of Idul Adha and a familiar cultural reference point online. The campaign follows last year's cow-themed execution, creating continuity while introducing a fresh creative angle designed to reinforce Sasa Santan's role in festive occasions.

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According to Animal3, the strategy reflects a deliberate focus on building long-term ownership of a cultural moment rather than creating standalone seasonal campaigns.

The approach appears to have gained traction. The agency said last year's campaign generated more than five million views within its first week, setting a benchmark for the latest execution.

Rather than avoiding a common perception surrounding goat meat, the campaign addresses it directly. The creative narrative focuses on how coconut milk helps bind spices together, resulting in gulai kambing that is rich, creamy and aromatic.

To bring the idea to life, Animal3 created a music-led video featuring goats as both a festive symbol and an entertainment device. The campaign also revisits one of Sasa's long-standing sonic assets, transforming the brand's music logo into a new celebratory jingle designed to improve recall and encourage audience participation online.

"Working with Animal3 is an exceptional experience. Their passion for creative execution is outstanding, as they set a high standard and are always keen to go the extra mile," said Rahmanu Nanda, senior manager of consumer acquisition and retention at Sasa Inti.

The campaign extends beyond digital channels through an on-ground activation at Masjid Agung At-Tin in East Jakarta, one of the city's major locations for Idul Adha qurban distribution.

During the activation, 4,800 packs of Sasa Santan were distributed alongside qurban meat packages through specially branded packaging. The programme also featured live cooking demonstrations and a cooking competition involving ten teams of mothers, connecting the brand directly with consumers during meal preparation.

"We didn't just want to create work with stopping power around Sasa's core strengths as a rich and creamy coconut milk, we wanted to go beyond that. We wanted something that lingers, that entertains, and that feels unmistakably Sasa," said Aldina Bahri, head of digital and marketing at Sasa Inti.

Animal3 believes that maintaining a consistent strategic platform while refreshing the creative execution annually allows brand associations to accumulate over time.

"Sasa Santan provides the strategic ambition to dominate the festive territory. Animal3 turns that ambition into creative outputs strong enough to spark conversation, entertainment, and recall online and offline," said Febrian Adi Putra, co-founder of Animal3 Creative.

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