Page 103 - BrandZ Top 50 Most Valuable Indonesian Brands 2015

Top 50 BRAND PROFILES
COMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 285 million HEADQUARTERS Jakarta INDUSTRY Personal Care YEAR FORMED 1952
Haircare brand urges pride
in the natural look through
high-proile sponsorship
Sunsilk is a global shampoo brand, but it has such a long heritage in Indonesia and such a locally relevant tone to
its communications that it is widely regarded as a favorite local brand. It is Unilever’s largest shampoo brand in this market, with Pantene its main competitor. Sunsilk seeks to inspire local women to take pride in the natural beauty of their lustrous black hair, urging them to see their hair as a sign of their Indonesian identity. The “Sunsilk Shine with Pride” campaign of 2013-14 involved signiicant above-the- line spending, with creative content focused on the beauty of black hair. Many of these ads were fronted by brand ambassador Raisa, a popular singer and former winner of television talent programme Indonesian Idol, which was also sponsored by Sunsilk. More recent communications have emphasised Sunsilk’s international credentials and links with global hair specialists and advisors, including the London- based hair stylist Thomas Taw. Unilever Indonesia is listed on the Indonesia Stock Exchange.
Natural skincare brand goes digital with online advice center
Citra is a long-standing brand in the Indonesian market, ofering cleansers, moisturisers and other face, hand, and body products. Communications tend to focus on Citra’s natural ingredients, such as orchid and Japanese rice, and on helping women achieve fairer skin tones. The brand is inexpensive, so tends to appeal to lower-income earners. Citra uses a lot of below-the-line marketing, particularly digital, and recent activities include the “Citra Berani Natural Selie Competition”. This year, the brand has invested heavily in digital advertising to promote its online advice platform Rumah Cantik Citra, a center where consumers can pick up tips and tricks on skincare, and where the attributes of diferent Citra products are explained. New product innovations in the past year include the launch of moisturiser variants containing pink orchid and wakame seaweed. Citra is owned by Unilever Indonesia.
COMPANY Unilever Indonesia Tbk PT BRAND VALUE US$ 279 million HEADQUARTERS Jakarta
INDUSTRY Personal Care
YEAR FORMED 1984
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