Lowe won the business following a pitch against four agencies, which included Ogilvy & Mather, DDB, and two local shops, Hotline and Avicom. According to Lowe Indonesia's technical advisor Scott Patterson, Bintang Toedjoe is one of the top players in the Indonesian health supplements category and has aggressive growth plans in the market. He added that while energy drink brands were available in Indonesia, Extra Joss would be the first carbonated energy drinks brand to hit store shelves. An advertising campaign is expected to break in June. "The energy drinks market is fully established here but this will be the first carbonated energy drink. There are about four major players in the market."
Energy beverage Extra Joss offers brand job to Lowe
Bintang Toedjoe has awarded Lowe Indonesia its new carbonated energy drinks brand, Extra Joss.
