EMINA CHEESE LAUNCH CAMPAIGN

Emina Cheese is the result of a collaboration between Mitsubishi Corporation, a Japanese corporation with extensive experience in Indonesian trade industry and Rokko Butter, a Japan-based dairy company with over 60 years of experience in cheese production.

The name ‘Emina’ itself is derived from “Egao Wo Mina Mi”, which means “make everyone smile with cheese”. Launched in 2018, Emina Cheese kicked off their venture in Indonesia through block and stick cheese products, and aimed for a strong brand awareness and recall. Additionally, Emina Cheese also wants to educate potential consumers regarding the usability of their products.

What We Did:

Owing to the joyful brand spirit, we developed Emina Cheese’s campaign idea, which is “Cheese the Day”, where you can find smile in every bite. And since this is the launch campaign, we set the tone, voice, and brand assets as the campaign vehicle. This is also translated through our original creations, such as Emii the Mouse mascot, as well as their signature jingle and dance, all used in Emina Cheese’s communications and promotional materials.

The communication materials can then be broken down according to their main objectives: as a vehicle for awareness, featuring Emina Cheese’s initial products; and for education, by showcasing the usability of the products. The talents and situations displayed were also geared towards Indonesian familial appeal to increase relatability, while still injecting the fun and light-hearted brand spirit.

Overall, there are AV materials that are used for TVC, cinema, and digital platforms, including corresponding key visuals for Emina’s promotional materials and vehicle branding. We also created Emina’s website and handle their social media communications.

Our proposal on how to extend the idea of EMII as a mascot that can be implemented in any other platform and design through the channels and touchpoints.