Kapal Api blends brand loyalty with spiritual aspiration in Umrah campaign

Kapal Api’s latest consumer campaign has taken brand loyalty into more spiritual territory, as the renowned Indonesian coffee brand completes its promise to send 100 loyal drinkers on the Umrah pilgrimage.

First launched earlier this year, the “Gebyar 100 Umroh” campaign reached its culmination in July, as the company announced the second batch of 50 winners - bringing the total to 100 Umrah travel packages distributed nationwide.

“This programme is our way of expressing gratitude to the loyal drinkers of Kapal Api. Every sip of Kapal Api coffee not only brings energy and inspiration, but also opens up opportunities to realise meaningful dreams - one of which is the spiritual journey of Umrah,” said Wahyu Timothy, brand manager of Kopi Kapal Api.

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The marketing mechanics were far-reaching. Prize draws were held across 172 traditional markets in Indonesia, offering items such as gold bars, smartphones, televisions, and motorcycles. But it was the 100 Umrah slots - selected from a national-level draw in Jakarta - that became the emotional core of the campaign.

Rather than simply dangling aspirational prizes, Kapal Api’s approach fused spiritual aspiration with everyday consumer habits. By embedding a higher purpose into its sweepstakes, the brand extended its identity from the morning coffee ritual to something far more profound: a personal journey of faith.

The campaign’s success also reflects the strategic role of nostalgia and heritage in brand storytelling. With slogans such as “setiap momen bersama Anda adalah secangkir semangat yang tak ternilai” (every moment with you is a priceless cup of spirit), Kapal Api is tapping into a message of togetherness, consistency, and national pride - qualities that have helped it maintain its relevance in a market flooded with newer, trendier challengers.

By leveraging religious and cultural touchpoints while rewarding long-time consumers, Kapal Api continues to strengthen its emotional equity. As the company puts it: “May this prize not only bring happiness, but also inspire us all to keep moving forward with spirit, to realise our dreams, and to weave beautiful stories together with Kapal Api.”

Kapal Api operates under Santos Jaya Abadi, a subsidiary of Kapal Api Global. The company is a multinational beverage manufacturer that produces a range of brands, including ABC, Excelso, and Good Day.

Other past campaigns by Kapal Api Global include the 2022 “For The Love of Coffee” campaign. In 2019, the company also introduced its first brand mascot, Ka-Losi, inspired by the renowned Kalosi coffee from Kapal Api’s plantation in Rante Karua, Toraja.

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