Bukahati Indonesia encourages moms to upgrade their Growing Up Milk choice to HealthyWay KIDS

The Growing Up Milk category in Indonesia is filled with big brands, each striving to capture market share through aggressive marketing campaigns and innovative product offerings. In such a competitive landscape, brands need to continuously innovate and adapt to changing consumer trends and market demand, to maintain their position and relevance in the category.

While Generation Alpha is rising as a generation that’s growing up in a dynamic and rapidly changing world, where technology, education, culture, and societal values intersect to shape their identities and experiences. They are characterized by advanced technological skills, multicultural awareness, and multi-skilling abilities. As they continue to grow and mature, they are poised to make significant contributions to Indonesian society and thrive in an increasingly interconnected and fast-paced world.

HealthyWay KIDS with the highest FOS Inulin to support Gen Alpha kids’ digestive health, immunity, and intelligence. So, parents can optimize the children’s potential and empower them to thrive in a rapidly changing world. With HealthyWay KIDS, Bukahati encourage parents to UPGRADE their current milk to bring out their children’s advanced skills and capabilities to meet today’s advanced challenges, and help the parents to keep up with it.

Bukahati launched an integrated marketing campaign by introducing Nagita Slavina and Rayyanza as their brand ambassadors, as they are the perfectly fit and be a game changer for this campaign, Nagita tells the audience the secret behind Rayyanza’s advanced skills and capabilities is to UPGRADE his current milk with the best nutrition he can get during his development.

While other GUM products focus more on the end benefit, Bukahati reinvent the communication and tell moms to UPGRADE their current milk with the best nutrition to keep up with alpha generation.

Credits
Client: PT Tempo Scan Pacific Tbk
Brand: HealthyWay KIDS
Bukahati Team
Co-Founder, Creative Business Director: Andrian Wiranata
Business Director: Sheila Herwana
Senior Account Manager: Rari Ramadhan
Senior Account Executive: Raetasya NF
Strategy Manager: Dantia A
Creative Lead: Max Conrad Hutabarat
Senior Art Director: Fajar Utomo, Raisha McHoly
Senior Copywriter: Ruth Sinambela
Senior Graphic Designer: Asdi Pranata
Producer: Melly Damayanti
Production Team
Production House: Level Up Films
Executive Producer: Andryanto Adisoetjahya
Director: Ayudha Suwono
Production Team: Dommie, Syahrul, Anjai
3D Artist: Dipa, Rieza & Ari