Superstar

Superstar

Consumer Goods / Food & Beverage

Making Buying Two More Fun with Superstar’s “Ambil 2 Aja!” Campaign

As the market leader in Indonesia’s chocolate coated wafer category, Superstar has built strong consumer appeal through its indulgent full chocolate taste, satisfying wafer size, and accessible value. With the ambition to grow its regular user base and drive higher consumption, Superstar wanted to bring new excitement directly into the packaging, creating a reason for consumers to buy more than one piece while making the experience more relevant to its young audience.

Brandkraft was brought in to transform Superstar’s existing two piece purchase mechanic into a more playful and socially engaging packaging idea, turning sharing into part of the brand experience itself.

Packaging Design
1
2
3

THE CHALLENGES AND SOLUTIONS

The challenge was to create a new reason for consumers to purchase two Superstar products at once, helping drive higher consumption without making the mechanic feel purely promotional.

We developed “Ambil 2 Aja!” by tapping into the familiar Indonesian slang expression “Si Paling”, then transforming it into “Si Super” to make the idea distinctly owned by Superstar. Each bar features a different persona such as "Si Super Eksis" and "Si Super Mager", strengthening the connection to the brand name and equity.

By pairing two compatible “Si Super” personalities, the new purchase mechanic gives each product a clear role. One represents you, while the other is meant for a friend, turning the act of buying two into a playful sharing experience that feels fun and relatable.

4
2
6
←Dark WonderAthletiqs→