KaMIST
Welcome back to KaMIST, your go-to lens into how marketing blends with culture, lifestyle, and everything in between. This week, we’re diving into the latest cinema sensation in the nation
Sore: Istri dari Masa Depan is a romantic drama that began as a web series by Tropicana Slim and later became a feature film. Beyond entertainment, it was a carefully planned marketing campaign that promoted the brand through emotional storytelling. Instead of using direct advertising, Tropicana Slim adopted a soft selling approach, weaving its healthy living message naturally into the plot. Product appearances were subtle—shown through background props or character actions—so viewers focused on the narrative while still absorbing the brand’s values.
Effectiveness was measured using the EPIC Model (Empathy, Persuasion, Impact, Communication). Research found the series influenced audience attitudes toward Tropicana Slim Stevia by 67.6% positively. Empathy was built through relatable characters and heartfelt storytelling, persuasion came from changing perceptions about a healthy lifestyle, impact was achieved through memorable scenes, and communication ensured the brand’s message was clear without feeling like an ad.
Music played an important role in deepening the emotional connection. Popular Indonesian musicians such as Adhitia Sofyan, Barasuara, and Sheila on 7 contributed songs like Forget Jakarta and Terbuang Dalam Waktu. These tracks were released on streaming platforms like Spotify, allowing the campaign to reach new audiences beyond film watchers and creating additional touchpoints for brand recall.
The brand also extended the life of the content through story continuation. Starting as a 2017 web series, Sore was later adapted into a full-length movie, attracting new viewers while re-engaging existing fans. This long-term approach ensured the brand remained relevant and part of cultural conversations for years.
Overall, the marketing strategy of Sore: Istri dari Masa Depan shows how brands can effectively connect with consumers without aggressive selling. By combining emotional storytelling, precise audience targeting, measurable impact through the EPIC Model, music marketing, and content extension, Tropicana Slim transformed a brand message into a memorable cultural moment. The campaign proved that a well-told story can be one of the most powerful marketing tools, capable of building both brand love and long-term engagement.
More culture-meets-marketing insights coming soon—only at KaMIST.