Kurniawan Hatigoran-Faldi Dwi Wahyudi

We are facing some problem here...

Indonesians think having MSG on their food is not healthy

but

actually, there won’t be any problem if you use MSG in the right amount

So, how do we sella product that already

has negativeimpression?

the facts are...

*hawker fried rice seller

The most common user of MSG is “Abang Nasgor*”.Unfortunately, they aren’t aware about the right amount of MSG

usage.

They think, more MSG is more delicious.

*hawker fried rice seller

and now whats the plan?

Through Abang Nasgor, we introduce RASSA as a

“good MSG”. By communicating that the right amount

of MSG won’t cause any problem.

Right Amount = Less MSG

Buat sepiring cumabutuh 1/10 sdt micin loh, Bang.

Gak perlu banyak-banyak kalee!

*Less MSG Please

*

Indonesians usually accept things as it is

without many complaints.

This is Indonesia 1#

Consumer sits on the bench/stool

This is Indonesia 2#

*

*ask for less msg? sit here

Helps Customer : To realize the fact, that they have an option to have less MSG on the food they order.This stool will be given away to Abang Nasgor for free.

Micinnya Dikit Aja Bench

Helps “Abang Nasgor” : To realize the fact that lots of his customer wants to have less MSG on their food. This chair will be given away to Abang Nasgor for free.

*ask for less msg? sit here

Micinnya Dikit Aja Stool

Rubber Band that stands for Micin DikitRassa’s packaging will be bundled with Rassa “Micinnya Dikit” rubber band as promo material.

*less msg

New Pack Design

S E A S O N I N G

1 porsi 1 porsi 1 porsi 1 porsi 1 porsi

1 porsi 1 porsi 1 porsi 1 porsi 1 porsi

2 porsi4 porsi

4 porsi

4 porsi

6 porsi6 porsi

Helps consumer to use the right amount of MSG based on the food portion.

Lannymurdiana@Rassa abang nasgor kaki lima di daerah ku enak banget, micinnya dikit pula. Salut buat #Abang Japri

Lanny Murdiana

1 hour ago

micinnyadikit ajac a m p a i g n

People can recommend the “Abang Nasgor” who have used less MSG on their cooking.

The 20 most recommended “Abang Nasgor” will receive a surprise from RASSA.

Activation

The Surprise:The 20 most chosen “Abang Nasgor” all over Jakarta, at the same time will be accompanied by several celebrities and famous chef, during their “jualan” time.

Helps Customer : To realize the fact, that they have an option to have less MSG on the food they order.This stool will be given away to Abang Nasgor for free.

How To Make It Bigger

In the next campaign, we choose another “abang-abang”, such as “Abang Soto”, “Abang Mie Ayam”, etc.

“Less is more”

-Ludwig Mies van der Rohe