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.

Bali was under distress as more than 80% of its 4 million residents rely heavily on the tourism sector for their main source of income. For the purpose of comparison, when borders closed and Indonesia made the decision to restrict non-essential travelers, less than 500 foreign tourists landed in Bali. This was a number that was significantly lower than that post the bombings, where arrivals in Bali dropped from 1.3 million in 2002 to about 100,000 in 2003. From the land that never sleeps, always full of crowds, traffic, music, sunsets, people just embracing the beauty that the island has to offer, it became quiet, deserted and empty. 52% of Bali's population lost their source of income, stripping thousands of Balinese families of their basic necessities for their livelihoods. The land of the nicest and most welcoming people, smiles constantly beaming from their faces was no longer as it was.

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.

In June 2022, BINTANG received positive responses regarding the initiative. 470 families stood strong with Bersama Bali, distributing a total of 25 tons of rice to 2,500 families in 26 villages in Bali.

#BersamaBali conversations on social media had 51% positive sentiment, a total of 18,164,955 reach, 28,500,000 impressions, and 232,000 engagement on BINTANG's Instagram & Facebook. KOL’s gained 295,994 reach and 105,194 engagements.

HYPEBEAST media placement resulted in 22,557 engagements (surpassing IG ER by 88%). With over 26 earned articles, 28,100,000 daily pageviews, and 5,497,856 potential reach through IDNTimes exclusive interview.

In addition to winning Bronze PR Indonesia and MMA smarties awards, BINTANG continued to gain relevance, increasing 170bps in brand power vs PY, with growing brand imageries across: being “a choice of young drinkers”, “has good advertising”, and “a brand I would recommend to my friends.”

1. BINTANG has become more than a beer in Bali, it has become more of a culture which people (nationally and internationally) are proud to not only drink, but also to wear it as the lifestyle when in Bali, through shirts, tank tops, tote bags, and other merchandises. Therefore when the pandemic hit Bali, it also hit BINTANG.

2. Rice is the main and core meal of Balinese people. Most of Bali's specialty dishes consists of nasi (rice) such as: Nasi Jinggo, Nasi Tepeng, Nasi Campur, Nasi Lawar, and Nasi Kuning Bali. Therefore donating rice to Balinese villages mean a lot to Balinese people as it shows empathy and support for all Balinese during the hard time when the pandemic hit.