Indomilk takes matcha beyond cafés with new Creamy Matcha campaign

Indomilk is bringing matcha beyond cafés and into everyday home moments with the launch of its new Indomilk Kental Manis Creamy Matcha variant, supported by a new music-led brand film.

The campaign was developed with MullenLowe Lintas Indonesia. Rather than positioning Creamy Matcha simply as a new flavour, Indomilk aims to capture the experience and appeal of matcha café culture in a more familiar setting.

“Matcha is becoming such a big thing, especially among younger consumers. We wanted our new Creamy Matcha to be relevant to them, but at the same time still feel like Indomilk and something you can enjoy at home,” said Eva Latifah, brand manager, Indomilk.

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The campaign was led by chief creative officer Anca Sangadji and chief strategy officer Arya Kumbara, with associate creative director Amira Hapsari on the creative team. It was produced by Berkah Film, directed by Ray Farandy Pakpahan with executive producer Agustina Angeline.

The creative execution moves away from a conventional product-led film, instead portraying matcha preparation at home as a playful family occasion. Music is also central to the campaign, with an original song designed to give the work its own personality while helping it connect with younger audiences.

“It is not only the flavour, but the whole experience around it,” said Kumbara.

The strategy recognises that matcha's appeal extends beyond taste, with café visits, drink discovery and the overall experience forming part of its cultural relevance among younger consumers.

“We knew we could not just talk about matcha as a flavour. Young people already have a strong reference for what matcha feels like, especially from cafés. We wanted to bring that feeling into something more fun and accessible at home,” Hapsari added.

Indomilk is a milk brand produced by Indolakto, which also recently worked with MullenLowe Lintas Indonesia on MaxSwich’s “So Max enaknya, So Swich es krimnya” campaign, following the launch of its Japan Edition featuring Sakura and Matcha flavours.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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