Boneeto Indonesia: Understanding cultural context

February 23, 2016 | Kyle Fraser

Launched in 2002 as a brand of milk for children in Indonesia, Boneeto’s brand story focused on offering children the opportunity to grow taller. Unfortunately, the story’s focus on growing taller ended up clashing with Indonesian cultural norms of not standing out from the group and clamoring for attention. By framing their product as a solution to a problem, Boneeto managed to reach mothers who worried about their children’s height but the kids themselves did not see a problem at all. On the contrary: outgrowing your peers makes you feel left out.


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