Siang Pure Oil has been around for more than 60 years.
Like many long-standing brands, it wasn’t losing credibility
—it was losing relevance.

It had become something you respect, but don’t choose, especially among younger consumers.
The issue wasn’t awareness. It was ownership. Younger audiences knew the brand, grew up with it, and believed in it—
but didn’t see it as theirs. So the task wasn’t to modernize the product, but to shift perception.

We repositioned the brand from traditional to culturally alive by leaning into entertainment—louder, funnier, and
unapologetically engaging. The campaign reignited interest and brought the brand back into everyday conversation.
In the end, it wasn’t about making the brand younger—it was about making it belong again.

From my time at Ongoing