Bintang rethinks creative for its top brands

The company, which is an Indonesian subsidiary of Heineken, has called for a creative pitch this month for two of its premier brands; Bir Bintang and non-alcoholic Bintang Zero.

A source at MBI said that the reason for the review was to look at ways to refresh the brand’s image. Six agencies have been invited to pitch for the account, estimated to be worth about US$2 million.

Leo Burnett-Arc and Matari Advertising confirmed that they are participating in the pitch. TCP-TBWA, which currently handles the account has had a long association with Bir Bintang. It was overseeing this account till 2001 before losing it briefly to Ogilvy in 2002 and winning it back again two years later.

Randy Rahrrdi, account manager at TCP-TBWA, said: “We were invited for the pitch, but we decided not to participate. We would like MBI to explore new options. We have a very good relationship with them and hope to work with them again.”

Rahrrdi also indicated that the beer brand had gained much from its relationship with TBWA and pointed out that even in the last year alone its market share increased between three-five per cent.

Indonesia has tight restrictions on alcohol advertising.

Sources say that MBI had been using non-alcoholic brand Bintang Zero to build brand awareness for its flagship beer.

Bir Bintang has been around in Indonesia for 70 years and controls 75 per cent of the domestic beer market share. It also markets the shandy-type beer Green Sands, which contains less than one per cent alcohol.