AICE Success Story

Brand Story Indonesia is very potential market for Ice Cream with growth more than 5% of
CAGR in the past 5 years, where that is an opportunity for AICE Ice Cream from
China as brand challenger coming to Indonesia. This brand exist to answer
the consumers need about affordable price with high quality product. We
handled this brand since 2018 with some innovations along the brand journey in several years campaign

Brand Voice Campaign in moderate Budget with ratio 4% from walls, but it has a good result in market share and Brand Most Used Most Often (BUMO)

Brand Design AICE also has innovation in brand design like high value packaging to increase its brnad image in market

Brand Value Affordable priceing but hight quality to complete with its competitors shown that AICE is value for money product

Brand Vibe AICE as one of Ice Cream products who has good taste (high quality) with affordable price according to internal survey

AICE Success Story – As well as brand innovation in variants, AICE also take an opportunity to increase its brand awareness through World Cup 2022 sponsorship with creative TVC animation

In developing TV strategy, we need to invest at the right media weight level using TV Planning Framework to make an impact in the competitive market

Through TV campaign, AICE as challenger brand has success story within past 4 years which showed the increment of
its BUMO that closely with Wall’s as a brand leader (70%) with ratio TV spending around 2% – 4% from Wall’s budget