Nojorono appoints Media Cubic for three cigarette brands in Indonesia

The account includes duties for the company’s key Clas Mild, Minak Djinggo and Niko brands.

The move follows a pitch that is understood to have included Mindshare. It is not known if any other agencies competed for the account. However, JWT is thought to have been the incumbent for branding duties. Media Cubic will handle the account for an initial three-month period, which is likely to be extended next year. The value of the account for that period is thought to be around US$1.5 million.

According to a spokesperson from Media Cubic, Nojorono was seeking an agency partnership to help maintain business growth and raise the image of the individual brands. As Nojorono’s leading brand, Clas Mild is reportedly ranked second in the mild cigarette market, behind Sampoerna A-Mild. Nojorono is reportedly looking to give Clas Mild a more provocative stance to challenge A-Mild; it is also looking to change the positioning of Niko to appeal to a younger audience, and to rebrand Minak Djinggo to Djinggo, which it hopes will be more easily remembered and rejuvenate the brand to extend its appeal.

Indonesia is the world’s fifth-largest cigarette market, with around 57 per cent of adult males classified as habitual smokers. Light cigarettes account for just three per cent of combined sales against high-tar cigarettes.