pop mie Team pop sar

Through POP MIE POP-SAR, we didn’t just launch a digital video, we engineered a cultural intervention. By strategically tapping into Indonesia’s most beloved internet darlings: Oyen the cat, Satpam BC*, and the Firefighters (Damkar). We embedded POP MIE directly into the moments and personalities Gen Z already loved and trusted.

This cultural shortcut allowed the brand to instantly break through clutter, capturing attention at scale while reinforcing POP MIE’s long-standing “lapar kepepet” truth in a way that felt native, timely, and unmistakably POP MIE.

The impact was undeniable. In under two months, the campaign amassed over 40 million views, surged to the top of social listening and search conversations, and firmly reclaimed POP MIE’s ownership of the “lapar kepepet” territory, proving that relevance, when culturally engineered, drives both attention and category leadership.

The impact was undeniable. In under two months, the campaign amassed over 40 million views, surged to the top of social listening and search conversations, and firmly reclaimed POP MIE’s ownership of the “lapar kepepet” territory, proving that relevance, when culturally engineered, drives both attention and category leadership.