Indonesia is one of the most diverse countries in the world, with 17000+ islands, 1340+ ethnicities and 740+ languages. Our people embody Berbeda Bersama (Unity in Diversity), standing together with all the differences, through the good and bad.

When Covid hit Bali, the Indonesian island where tourism is the main source of local income, was severely impacted. The island went quiet as travel was at an all time low. Widely renowned to be paradise, the impacts of Covid had been even more dire than the aftermath of the bombings on the island, back in 2002.

BINTANG, as the iconic and most loved beer brand in Indonesia, has a purpose to unite Indonesians beyond differences, in good times and bad times with our brand running campaign: Bersama BINTANG Berbeda Bersama (With BINTANG, We’re Different Together). With the circumstances that happened in Bali during the pandemic, BINTANG took a stand with Bali.

BINTANG Bersama Bali (BINTANG Together with Bali)

BINTANG and Bali have gone hand-in-hand since 1952, being BINTANG’s biggest source of volume. BINTANG is more than just a beer there; it's a cultural icon and lifestyle, where every corner is stamped with BINTANG, from the endless souvenir stores selling bootleg BINTANG memorabilia, the bars with BINTANG bottles on every table, or the tourists walking down the street, wearing the iconic red star tank top.

Knowing how distinctive and influential the BINTANG tank top is in Bali, we leveraged its power of brand love and nostalgia through the launch of the BINTANG Bersama Bali campaign. Partnering with HYPEBEAST, we collaborated with eight local artists to design and produce their own spin of the iconic “BINTANG in Bali” t-shirts, translating the red star in unique and fresh ways, appealing to all Bali enthusiasts and encouraging them to do good and give back.

Targeting both local and international audiences, this campaign catered to anyone who shared a love for Bali and its people. BINTANG’s purpose has been to unite the many generations, from Gen Z to Gen X, who are fans of Bali, and BINTANG.

Gen Z’s are known as “generation generous”. When they believe in a cause, they will be the first to stand by it and contribute to it. They led the uptake of digital donations through the pandemic, especially in Indonesia, with 51% of gen Z’s contributing to online donations, the highest amongst their other generational counterparts.

So how could we ride this?

1.We knew we can leverage BINTANG’s iconicity to drive meaningfulness

2.Leverage our collaboration with HYPBEAST and local artists to celebrate and drive uniqueness and lastly,

3.We collaborated with RICE FOR BALI, a local NGO who truly acts on their purpose, understanding the needs of communities in Bali.

We leveraged a selection of local and national outlets who shared a passion for the mission and used PR/Media to launch and spread the news of our BINTANG x HYPEBEAST Official T-Shirts. Reaching out to national news-portal, IDNTimes, sharing the story and inviting people to be part of something big. Then followed the opening of our trendy pop-up stores in Bali called The-Slow, Potato Head beach club, providing income to local businesses, and the Zodiac in Jakarta. BINTANG leveraged our own, and HYPEBEASTs Instagrams to showcase the exciting t-shirt catalogues and with paid media to boost (HYPEBEAST website) for world to see. We wanted to ensure we could reach Bali lovers world-wide, by making the t-shirts available online.

From November 2021 to December 2022, we saw our goal come to life. Doubling all earnings, converted cash to rice, and distributing it to Bali villages. BINTANG feeding communities.