Initially, the brand’s name of Waroeng Teh Kotjok truly reflects what the brand wanted to be: a warung (shack) for people to hangout and to drink tea. Exhibiting a Javanese, middle-aged woman as the symbolic representation of the traditional & humble values it carried, it brought the brand far and wide to enliven people’s day all over Indonesia.
Through the years, though, they started to notice that the mascot and the whole traditional concept of the brand became more of a restriction rather than an advantage—as they found it difficult to align the brand campaigns with the very Javanese ethnic feel.
The swift change in the identity of Teh Kotjok became a testament on what the brand wanted to bring: a message that tea is for everyone, every day, and every moment we experience throughout the year. Now brandishing a more masculine feel with a modern outlook, Teh Kotjok shifts its gear to reach new heights with new (and fresher) campaigns down the line.
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