Bimoli Oil was seen in Indonesia as a commodity. People recognise that the brand had good quality and premium price but it had no real brand purpose and so the only way it found to stay in the market was by going into a price war. When reached out by the client, we understood that the business challenge of Bimoli was retrieving the purpose of the brand.
Traditionally cooking oil belonged in the kitchen, a space inherently recognized to be one of the woman’s core duty in household chores. Being stuck with these values, the brand still communicated their product as something that was for a woman to serve her family and had little understanding that young women, Millennial women also enjoy cooking and no longer see it as simply a chore. To reposition the brand therefore, these changing trends had to be taken into consideration.
Our AHA moment
With times changing, it was important to understand what impact these new trends had on a product like cooking oil. Younger women no longer related cooking to an obligation, but looked at it as something that could be a source of joy. Some key points appeared during workshops carried out with young women that helped us to think of the rebrand:
- The Joyful Giver.
Amongst the Millennial generation of Indonesian women, the sacrifice theory has faded. Fulfilling a duty such as cooking is something that can be enjoyable as long as the one doing it is happy.
- Human Truth
Across the different list of chores and house obligations, cooking is something that a lot of women enjoy doing, especially when using cooking oil, as fried food never fails to create excitement, appetite and create an attraction for the family members to gather around the table.
- Product Truth
Cooks enjoyed using Bimoli Oil since it make no smoke during frying. This is because the oil is made of selected Tenera palm seeds that ensure a comfortable, reliable and pleasure experience during cooking.
- Point of view – mother’s happiness is the key to family’s happiness
Bimoli has to position themselves by using a strong and refreshing POV that empowered women. In a culture were women were seen to be less important, as being the one who serves her family and puts them before herself, Bimoli would place the woman as the central figure of her family. Cooking oil should make cooking a happy occasion, it is not about being more efficient, or being more dutiful, it should be the beacon of joy.
What makes us proud
New campaigns showed that cooking can be a social event, a moment of joy for women. It could go from being much more than a subservient role and be something that can inspire social gatherings, or even something that could bring an extra or main source of income for women. By investigating and rethinking the purpose of the brand, we were able to confront an inherent social issue and through the new campaigns, Bimoli was able to encourage women to free themselves from house duties, breaking out of the box and finding joy and happiness in cooking.