Why Public Figures Remain Effective for Building Brand Trust
Competition in the herbal cold remedy market has recently drawn public attention through the presence of two iconic figures from the legendary film AADC, Dian Sastrowardoyo and Nicholas Saputra. Both appear as the faces of campaigns for two well-known herbal brands, Antangin JRG and Tolak Angin, which employ different communication approaches to convey their messages to consumers.
Antangin JRG was the first to launch an advertisement with a comedy thriller nuance starring Dian Sastrowardoyo. The campaign highlighted the message that catching a cold is a common condition and can be managed in a comfortable and practical way.
Some time later, in May 2026, Tolak Angin introduced a new campaign featuring Nicholas Saputra. Carrying the theme “From Indonesia to the World”, the advertisement not only addresses cold symptoms such as bloating and nausea but also encourages the public to be more discerning in responding to the various pieces of information circulating.
The message about the importance of filtering information is considered relevant to the challenges faced by many companies in the digital era, including the health and herbal industries. Amidst the flood of information on social media, various issues regarding products often become a public concern and influence consumer perception.
In early 2026, for instance, discussions circulated on social media regarding the eugenol content or clove leaf extract in herbal products. The discourse generated a variety of views among the public, including consumers with specific concerns about stomach health. The relevant company subsequently provided clarification to address the developing issue.
Previously, Tolak Angin had also drawn attention in the context of international market regulation. In 2015, the product marketed in California, United States, briefly carried a “Prop 65 Warning” label in accordance with local regulations concerning certain substances. Following laboratory testing by the National Food Lab California, the product was declared to meet applicable safety standards and the label was subsequently removed.
Moreover, various herbal ingredients used in traditional health products frequently become topics of public discussion. This phenomenon demonstrates the high level of public attention towards the safety, efficacy, and transparency of information regarding the health products they consume.
In such circumstances, the use of public figures as brand ambassadors is a common communication strategy employed by companies. The presence of individuals with a good reputation and a high level of public trust can help reinforce the brand message while building a closer connection with consumers.
Regarding the selection of Nicholas Saputra as a brand ambassador, Sido Muncul’s Marketing Director, Maria Reviani, explained, “Nicholas is a very careful person. We know the image he maintains, and he always preserves his integrity as an actor.”
Echoing this sentiment, Sido Muncul’s President Director, Irwan Hidayat, highlighted the importance of navigating the dynamics of information in the digital age. “We live in the midst of social media where, in a single day, news can bring us down because of hoaxes,” Irwan stated.
The appearance of Dian Sastrowardoyo and Nicholas Saputra in campaigns for two major herbal brands demonstrates that the role of celebrity endorsers is no longer solely about product promotion. Public figures are also part of a communication strategy to strengthen brand values, enhance credibility, and build emotional connections with consumers.
Advertising observers view the rivalry between these campaigns as a reflection of the diverse communication approaches brands use to reach the public. As noted by Campaign Indonesia’s advertising reviewer Ad Nut, “This is not just a product war. It’s a war over how to view the wind: whether it should be expelled… or fought.”
Ultimately, this dynamic illustrates how companies in the herbal industry are continuously adapting to changes in consumer behaviour, the evolution of digital media, and the growing need for transparent and trustworthy communication.