Princess Cake (Rebranding)
Qianna Communication began its journey with a significant project: rebranding Princess Cake, one of the most famous celebrity cakes. As its inaugural project, this task was a crucial challenge that became the agency's initial proving ground. The project extended beyond mere visual changes, delving into a deep communication strategy aimed at shifting the brand's well-established public image
The greatest hurdle faced in this project was not the product itself, but rather the image of its brand ambassador, Syahrini. The public perception associating Syahrini with a luxurious lifestyle directly created an assumption that Princess Cake was exclusively high-priced. This perceptual barrier became the main obstacle, potentially limiting market reach and causing potential customers to hesitate
To overcome this, our strategic approach was to change the narrative surrounding the brand ambassador. We focused on unveiling a more light-hearted and humorous side of Syahrini to the audience. By highlighting her more relaxed and approachable personality, the strategy was designed to create a stronger emotional bond with the audience, ultimately making the Princess Cake brand feel closer and more accessible to the general public
Contacts
Office
PT. Qianna Komunikasi Indonesia
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