HEINZ'S ABC KACANG HIJAU

October 2017

Heinz's ABC re-launched its Mungbean ready to drink product with a new packaging and a new variant, the black sticky rice. The product haven't released any advertisement in the past 3 years, therefore the sale drops. To leverage the sale and the conversation, we launched 6 six digital videos for the product, each story shows an anger-fuelled consequence when a person is hungry.

As a copywriter, I coin a new term, "MAPER" which is a pun from an informal Bahasa Indonesia word, "BAPER". MAPER stands for Marah (Angry) and Laper (Hungry), which defines "Hangry".

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