Jinro Soju - 2025

The Brief

Jinro sought to establish its presence in the Indonesian market by creating localized content that blends Indonesian culture with the brand’s fun, youthful approach to alcohol — positioning Jinro as both familiar and aspirational to local audiences.

Challenge

Navigating Indonesia’s strict advertising regulations and culturally sensitive views on alcohol, while finding creative ways to make the brand relatable and appealing in a market without a strong drinking culture.

Process

We began with in-depth cultural research to uncover elements that feel distinctly Indonesian, then translated them into playful, shareable visuals. By featuring diverse local talents and crafting lighthearted, culturally resonant stories, we made Jinro feel both global and locally grounded.

Deliverables

A monthly content package consisting of one social media video reel and eight concepted lifestyle and product photos — all crafted to highlight Jinro’s playful personality within local Indonesian contexts.

Results

The localized approach received positive feedback from the client and achieved stronger audience engagement compared to similar Jinro initiatives in other markets.