With its new campaign Pop Mie Lapeer Time, Pop Mie aims to be the go-to solution for exactly those moments. The brand repositions instant noodles beyond convenience, presenting Pop Mie as a reliable savior whenever hunger hits unexpectedly.

Ayu Sekar Rini, Senior Planner at MullenLowe Lintas Indonesia, said: “Pop Mie has the potential to become people’s first instinct during “laper kepepet” moments, those times hunger suddenly strikes but eating properly isn’t possible due to time, place, or circumstances.

“Laper kepepet perfectly captures that real, everyday situation”, she explains. “It’s when your stomach calls the shots, but life gets in the way, and that’s where Pop Mie fits right in, the truth that immediately connects with our audience.”

From this insight, the creative strategy was built on empathy, humor, and cultural relevance. The challenge was to personify this idea, to find a way for Pop Mie to symbolically “show up” as a hero whenever people face “laper kepepet”.

During the exploration process, the team uncovered an unexpected insight into Indonesian internet culture. On social media, certain personalities have gained popularity not because of their fame or beauty, but due to their kindness, reliability, and humor. These individuals are referred to as Internet Darlings. They are cherished public figures who embody warmth and relatability.

MullenLowe Lintas Indonesia identified three distinct personas that have become Internet Darlings in their own right: DAMKAR (firefighters), the friendly bank security guards, and the mischievous “kucing oyen” (orange cats).

The resulting campaign celebrates humor and relatability, transforming these internet figures into brand heroes who save the day when hunger hits. Gabriel Possenti Bisma Bagaskara, Copywriter at MullenLowe Lintas Indonesia, added: “With these internet darlings, we could tell stories that feel funny yet authentic. They make the message stick because audiences already have emotional connections with these characters.”

The campaign began with a TVC showcasing various “laper kepepet” moments through the perspectives of these beloved characters. However, it doesn’t end there. The Pop Mie Lapeer Time universe extends across various digital platforms, including social media and short-form video content, with the possibility of offline activations as well. This approach ensures that the Internet Darlings continue to thrive and evolve beyond the screen.