The Indonesian food and beverage landscape continues to witness a surge in creative cross-industry collaborations, the most recent being a high-profile partnership between the premium tea brand Ban Ban Indonesia and the household confectionery giant OT Group. During a press conference held in Jakarta on Friday, February 10, 2023, the two entities unveiled a new series of products that integrate the crunchy texture of Tango Waffles into Ban Ban’s signature artisanal drinks. This collaboration aims to cater to the evolving palates of younger consumers who increasingly prioritize unique sensory experiences and emotional resonance in their culinary choices.
Wu Yi Jun, the Chief Executive Officer of Ban Ban Indonesia, emphasized that the modern consumer is no longer satisfied with standard flavor profiles. Instead, there is a growing demand for drinks that offer a "complete sensation" in the mouth—a harmony of taste and texture. By incorporating the iconic Tango Waffle into Ban Ban’s recipes, the brand seeks to provide a multi-layered experience that combines the smoothness of their tea-based beverages with the distinct crunch of high-quality waffles. According to Wu, the contemporary consumer enjoys "playing with flavors," seeking a balance of sweet, sour, and savory notes that can provide a brief escape from the complexities of daily life.
Strategic Targeting of the Demographic Transition
The partnership specifically targets the Gen Z and Millennial segments, focusing on individuals between the ages of 20 and 35. This demographic is viewed by industry experts as being in a critical state of life transition, moving from academic environments into the professional world or navigating the early stages of career growth and family life. Wu Yi Jun noted that this period of transition is often characterized by a spectrum of emotions, ranging from high optimism to moments of "galau"—a colloquial Indonesian term for feelings of confusion, indecision, or emotional unrest.
Market research indicates that for this age group, snacks and beverages serve as more than just sustenance; they act as "mood boosters" and lifestyle accessories. The collaboration between Ban Ban and Tango Waffle is designed to be a companion for these consumers, whether they are celebrating a success or seeking comfort during a difficult day. The inclusion of Tango Waffle, a brand that many Indonesian Millennials grew up with, adds a layer of nostalgia to the modern, trendy image of Ban Ban’s fruit-based and cheese tea offerings.
Harianus Zebua, the Head of Corporate and Marketing Communication at OT Group, explained that the collaboration’s themes were intentionally developed to represent the psychological states of their target audience. He pointed out that the use of specific colors and flavors in the menu is meant to be a form of self-expression. For instance, darker-colored menu items are not intended to signify indifference or a "cold" personality, but rather an invitation for consumers to step out of their comfort zones and try something new and bold.
Product Innovation and Flavor Profiles
The collaboration has resulted in three primary menu offerings, each designed to highlight the synergy between the two brands. These include the Choco Hazelnut drink, the Cookies and Cream (Kuro Kukkie) drink, and the Tango Creme Brulee Moffle. Each product utilizes the distinct characteristics of Tango Waffle’s new series, which features a thicker chocolate coating and a crispier texture.
- Choco Hazelnut: This variant is marketed as a representation of the "soft" side of Gen Z and Millennials. It combines the rich, nutty notes of hazelnut with the sweetness of chocolate, aiming to appeal to those who value comfort and affection.
- Cookies and Cream (Kuro Kukkie): Utilizing a darker aesthetic, this drink is designed for those who may appear "cuek" (indifferent or cool) on the outside but are "sweet and attentive" on the inside. The drink features Tango’s new Cookies and Cream waffle, which includes a thick cream filling mixed with cookie crumbs and rice crispies.
- Tango Creme Brulee Moffle: A "moffle" (a hybrid of mochi and waffle) that brings together the chewy texture of mochi with the caramelized crunch of a creme brulee finish, topped with Tango Waffle pieces.
A key technical aspect of these beverages is the use of natural sweeteners derived from fruit extracts, aligning with the "fresh and authentic" brand pillar that Ban Ban has established since its inception. This focus on quality ingredients is a strategic move to maintain the interest of health-conscious Millennials who, despite wanting indulgent treats, are increasingly wary of artificial additives and excessive processed sugars.
Background and Market Context
The Indonesian beverage market, particularly the "Contemporary Tea" (Teh Kekinian) sector, has seen exponential growth over the last five years. Data from various industry reports suggest that the market value for such beverages in Indonesia reaches hundreds of millions of dollars annually, driven by a high frequency of consumption among urban youth. Ban Ban Indonesia, known for its premium positioning and use of fresh fruit, has managed to carve out a significant niche in a crowded market dominated by bubble tea and coffee chains.
On the other side of the partnership, OT Group (Orang Tua Group) is one of Indonesia’s oldest and most established consumer goods companies. By partnering with a "trendy" brand like Ban Ban, OT Group is effectively revitalizing the Tango brand, ensuring it remains relevant to a younger generation that might otherwise view legacy snack brands as outdated. This "co-branding" strategy allows Tango to enter the lifestyle beverage space, moving beyond the supermarket shelf and into high-end shopping mall outlets.
The Chronology of Innovation
The development of this collaboration did not happen overnight. According to sources within the marketing departments, the process involved several months of research and development (R&D) to ensure that the Tango Waffle would maintain its structural integrity when paired with liquid components. The challenge was to prevent the waffle from becoming soggy too quickly, a common issue in "topping-heavy" drinks.
The introduction of the Tango Waffle Cookies and Cream variant was a pivotal part of this timeline. By launching a new product specifically designed with a "sheet" that stays crunchy and a cream filling that complements milk-based teas, OT Group provided the perfect ingredient for Ban Ban’s mixologists to work with. The launch on February 10th was timed to coincide with the post-Lunar New Year and pre-Valentine’s Day period, a window where consumer spending on gifts and "self-reward" treats typically spikes in Indonesia.
Industry Implications and Future Outlook
The Ban Ban and Tango Waffle collaboration is indicative of a broader trend in the Southeast Asian F&B industry: the "Experience Economy." Consumers are increasingly willing to pay a premium for products that offer a narrative or a unique sensory "hook." In this case, the hook is the contrast between the liquid tea and the solid, crunchy waffle, combined with a marketing narrative that touches on the emotional lives of the youth.
Analysts suggest that such collaborations also serve as a powerful tool for customer acquisition. Ban Ban gains access to the massive, loyal customer base of Tango, while Tango benefits from the "cool factor" and premium foot traffic associated with Ban Ban’s locations. Furthermore, the move reflects a shift toward "Instagrammable" food—products that are visually striking and shareable on social media, which is the primary marketing battleground for Gen Z.
As the F&B sector continues to recover and expand in the post-pandemic era, the success of this partnership may encourage more legacy Indonesian brands to seek out "disruptor" partners. The focus on "freshness" and "authenticity" mentioned by Wu Yi Jun is likely to remain a dominant theme, as consumers become more educated about ingredient sourcing and production methods.
Conclusion
The synergy between Ban Ban Indonesia and OT Group represents a sophisticated approach to modern marketing. By blending a legacy snack brand with a contemporary beverage leader, the two companies have created a product line that addresses both the physical cravings and the emotional states of the Indonesian youth. With a focus on texture, authentic ingredients, and a deep understanding of the "Gen Z psyche," the collaboration sets a high bar for future F&B innovations in the region. As Harianus Zebua noted, the goal is to follow the trend while providing something uniquely substantial—a strategy that appears to be resonating well with the 20-to-35-year-old demographic in Jakarta and beyond.