Indonesia tea brand TEBS hands creative business to local shop

The appointment came after a three-way pitch involving Publicis and Fortune Ad in July.

It is understood that Publicis is the incumbent.

Founded in 1970, Sinar Sosro produces bottled ready-to-drink tea, and it is one of the biggest players in the ready-to-drink tea category. It is a subsidiary company of Rekso Group, who also owns Rekso National Food, a subsidiary company that holds master franchise for McDonalds in Indonesia.

TEBS, meanwhile, was launched in November 2004.

The challenge from the brief was to come up with a solution that delivers the ‘unique experience’ of the brand to the target audience and drives sales, Budiman Gani, managing partner at Playgroup, said the agency stands out by ‘being playful’.

“As for us, we always go back to our root: play,” he added. “This enables us to see things differently and to come up with unorthodox way of thinking.”

Playgroup is working with ‘playmates’ (clients), such as Djarum 76, Bank Mega and AirAsia.