Teh Cap Botol
Position SERASI 2024 as a campaign that champions Indonesian women as empowered decision-makers, while building brand awareness through an immersive and memorable launch.
The Campaign
Mutant designed a fresh media engagement strategy, targeting lifestyle, women’s interest, and marketing platforms with strong human-angle storytelling. We transformed the pop-up activation into an exclusive media experience, sparking organic excitement and enhancing visibility. Alongside this, we crafted clear, compelling narratives and supported the client through their first major PR activation — ensuring a confident and cohesive brand presence.
The Result
The campaign exceeded expectations across earned and social media, drove strong on-ground engagement, and successfully positioned PR as a long-term pillar in the brand’s marketing strategy.
60+
media coverage
800M
impressions
80%
of mall visitors engaged with the pop-up within 3 days
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