Competition in the herbal cold remedy market has recently drawn\npublic attention through the presence of two iconic figures from the\nlegendary film AADC, Dian Sastrowardoyo and Nicholas Saputra. Both\nappear as the faces of campaigns for two well-known herbal brands,\nAntangin JRG and Tolak Angin, which employ different communication\napproaches to convey their messages to consumers.<\/p>\n
Antangin JRG was the first to launch an advertisement with a comedy\nthriller nuance starring Dian Sastrowardoyo. The campaign highlighted\nthe message that catching a cold is a common condition and can be\nmanaged in a comfortable and practical way.<\/p>\n
Some time later, in May 2026, Tolak Angin introduced a new campaign\nfeaturing Nicholas Saputra. Carrying the theme \u201cFrom Indonesia to the\nWorld\u201d, the advertisement not only addresses cold symptoms such as\nbloating and nausea but also encourages the public to be more discerning\nin responding to the various pieces of information circulating.<\/p>\n
The message about the importance of filtering information is\nconsidered relevant to the challenges faced by many companies in the\ndigital era, including the health and herbal industries. Amidst the\nflood of information on social media, various issues regarding products\noften become a public concern and influence consumer perception.<\/p>\n
In early 2026, for instance, discussions circulated on social media\nregarding the eugenol content or clove leaf extract in herbal products.\nThe discourse generated a variety of views among the public, including\nconsumers with specific concerns about stomach health. The relevant\ncompany subsequently provided clarification to address the developing\nissue.<\/p>\n
Previously, Tolak Angin had also drawn attention in the context of\ninternational market regulation. In 2015, the product marketed in\nCalifornia, United States, briefly carried a \u201cProp 65 Warning\u201d label in\naccordance with local regulations concerning certain substances.\nFollowing laboratory testing by the National Food Lab California, the\nproduct was declared to meet applicable safety standards and the label\nwas subsequently removed.<\/p>\n
Moreover, various herbal ingredients used in traditional health\nproducts frequently become topics of public discussion. This phenomenon\ndemonstrates the high level of public attention towards the safety,\nefficacy, and transparency of information regarding the health products\nthey consume.<\/p>\n
In such circumstances, the use of public figures as brand ambassadors\nis a common communication strategy employed by companies. The presence\nof individuals with a good reputation and a high level of public trust\ncan help reinforce the brand message while building a closer connection\nwith consumers.<\/p>\n
Regarding the selection of Nicholas Saputra as a brand ambassador,\nSido Muncul\u2019s Marketing Director, Maria Reviani, explained, \u201cNicholas is\na very careful person. We know the image he maintains, and he always\npreserves his integrity as an actor.\u201d<\/p>\n
Echoing this sentiment, Sido Muncul\u2019s President Director, Irwan\nHidayat, highlighted the importance of navigating the dynamics of\ninformation in the digital age. \u201cWe live in the midst of social media\nwhere, in a single day, news can bring us down because of hoaxes,\u201d Irwan\nstated.<\/p>\n
The appearance of Dian Sastrowardoyo and Nicholas Saputra in\ncampaigns for two major herbal brands demonstrates that the role of\ncelebrity endorsers is no longer solely about product promotion. Public\nfigures are also part of a communication strategy to strengthen brand\nvalues, enhance credibility, and build emotional connections with\nconsumers.<\/p>\n
Advertising observers view the rivalry between these campaigns as a\nreflection of the diverse communication approaches brands use to reach\nthe public. As noted by Campaign Indonesia\u2019s advertising reviewer Ad\nNut, \u201cThis is not just a product war. It\u2019s a war over how to view the\nwind: whether it should be expelled\u2026 or fought.\u201d<\/p>\n
Ultimately, this dynamic illustrates how companies in the herbal\nindustry are continuously adapting to changes in consumer behaviour, the\nevolution of digital media, and the growing need for transparent and\ntrustworthy communication.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/why-public-figures-remain-effective-for-building-brand-trust-1782143497", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }