We view these challenges as an opportunity for Sania Royale to highlight its unique selling proposition: sesame oil produced from 100% pure, perfectly roasted, first-pressed sesame seeds. Our communication strategy emphasizes this USP while connecting the brand to Chinese cooking culture that is relevant to the contemporary lifestyle of many Indonesians who are looking for practical ways to elevate the taste and aroma of foods.
We came out with big campaign ideas #PerkayaRasaAsia. Supported by two content pillars, SajianNikmatAsia (inspiration menus) and SerbSerbiSesame (product knowledge, fact, insight). To create closeness and connection with the audience, we also created a personified figure of Mami Lina as a representation of today's young mom. To enhance the premium feel, we created a thematic visual expression with a liquid gold design theme inspired by the color of the product itself.
After 3 months of running the campaign, our collaboration with KOLs on educational content resulted in a positive audience reception, as viewers felt enlightened and valued the information, perceiving the content as genuinely helpful, not merely promotional.
Sania Royale launches premium sesame oil products, a premium, first-pressed oil from roasted sesame seeds, boasts an authentic taste and lasting aroma due to its 6-step production process, including careful selection, roasting, and filtration. Rich in natural lignans (10,000ppm) for freshness and produced entirely in China with advanced technology, it delivers genuine sesame flavor to enhance any dish.
However, Sania Royale Sesame Oil faces several challenges as a new product in the seasoning condiment category. As an authentic part of Chinese cooking culture, ironically, Sania Royale Sesame Oil is still less popular compared to similar established products from Korea or Japan. Additionally, since this is a premium sesame oil product, the price point is higher compared to other competitors.
All of these things are challenges for Sania Royale to build its brand awareness, communicate brand credibility, and strengthen its positioning in a highly competitive seasoning condiment category.
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