Competition was reasonably heavy for cappuccino market with Torabika Cappuccino as major competitor with choco-granule as its best benefit.
But research indicated that Indocafe Cappuccino’s flavor is more acceptable to consumers than its competitors. This provided spirit-boost for Indocafe Cappuccino to advertise and dominate the market.
Cappuccino had always been identified with Italian culture. So, we created a campaign to associate Indocafe Cappuccino with Italian-made cappuccino coffee, favored by people around the world, with a convincing tagline "Numero Uno (Number one)".
By consistently sticking the brand association to Italy as its main colors, the TV campaign had successfully resisted competitors from stepping into similar position.
Indocafe had gained Top Brand Award for 3 consecutive years as the Best Instant Coffee Powder of consumer choice, with the highest TBI (Top Brand Index).
The compelling tagline of “Numero Uno” is still used up to now to reflect the superior taste of Italian origin.
This idea was proven to be successful in retaining existing consumers and prevent them from switching to white coffee which was trending up by then.