Families urged to talk and share over tea
COMPANY Unilever Indonesia Tbk PT
BRAND VALUE US $429 million
YEAR ON YEAR CHANGE 1%
INDUSTRY Soft Drinks
YEAR FORMED 1973
SariWangi is the biggest-selling brand of black tea in Indonesia, and has built its brand image on opportunities that SariWangi brings to create and celebrate family togetherness and sharing. The brand frequently shows the sharing of tea as a way of warming up potentially tricky situations between family members. This year, its “Mari Bicara” TV advertisement tells the story of a girl who plucks up the courage to ask her father whether she can attend a concert, and her father’s openness to the girl’s idea. SariWangi also ran five short films on YouTube this year, and the brand’s own website, with different takes on tales of family togetherness. The brand’s hugely successful letter-writing campaign, which has been running for several years, continues this year as a way to encourage family members to share their feelings with each other. SariWangi has a range of flavored teas to cater to the varied palates of Indonesian consumers; in recent months it has launched SariWangi Teh Melati, a new jasmine tea product. The brand’s attention to local taste preferences and its focus on the family makes it a strong local brand. It was launched in 1973 and was bought by Unilever in 1989.