Corkcicle—already a fixture in Indonesia’s tumbler wave—set out to launch a special collaboration. This time, the brand’s sleek cool met Sanrio’s nostalgic cute through three beloved characters: Hello Kitty, Cinnamoroll, and Kuromi. The challenge wasn’t only about a product drop, but about blending two distinct worlds into one narrative. Studio 1212 responded with a campaign for product awareness, with Cool Meets Cute becoming the idea behind it—designed to make the collaboration last longer than launch day and resonate with both Corkcicle loyalists and Sanrio fans alike.

The campaign began with an exclusive launch at Corkcicle’s flagship in Plaza Senayan, called One Cute Day. The store was reimagined with Sanrio touches, from themed kakigori and a claw machine filled with collectible charms to installations inspired by the characters. The guests (including KOLs) were guided through the store to experiencing how the two worlds collided and sharing it to their audience. Also, another main activity during the launch day was the Cute Persona quiz, consisting of a set of character-inspired questions that revealed the user’s persona and matched them with one of nine products—later extended online to reach a wider audience. To sustain the narrative beyond the event, Studio 1212 rolled out a series of social formats tuned for play and shareability: a TikTok filter inviting fans to take the Cute Voice Challenge, an IG sticker pack illustrating the nine personas, and an Add Yours frame for fans to show their Sanrio tumblers.