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FiberCreme Takes Its Coconut Milk Challenge to the Streets of Padang
FiberCreme's "Padang without Coconut Milk" campaign is a 2018 documentary-style branded content initiative produced in Indonesia in which influencer Kevin Hendrawan travels to Padang, West Sumatra, to ask vendors, restaurateurs, and members of the public whether they would cook or eat Padang food without coconut milk, positioning FiberCreme as a lower-fat, higher-fibre alternative to the ingredient that defines the cuisine.
Launched in October 2018 in Indonesia, the campaign was created by Iris Jakarta, the local office of Iris Worldwide, for FiberCreme, a non-dairy creamer produced by PT Lautan Natural Krimerindo (LNK), a subsidiary of PT Lautan Luas Tbk. The brief was culturally precise: Padang cuisine is one of the most recognisable regional food traditions in Indonesia, and its identity is inseparable from santan, or coconut milk. Asking the people of Padang to consider a substitution was not a gentle invitation — it was a deliberate provocation designed to generate conversation, genuine reaction, and earned attention around a product that might otherwise struggle to break through the noise of the Indonesian food and drink market.
The campaign carried the hashtag #PadangTanpaSantan — Padang without Coconut Milk — and was built around a single media asset: a film in which Hendrawan's street-level encounters with local cooks and consumers provided both the dramatic tension and the product demonstration in one continuous, unscripted-feeling sequence, as documented by contemporaneous reporting in Branding in Asia in October 2018. The objective was to reframe FiberCreme not as a generic creamer but as a credible, culturally integrated alternative to a deeply embedded cooking staple, giving health-conscious Indonesian consumers a concrete reason to switch without requiring them to abandon the dishes they already love.
FiberCreme occupies a specific and contested space in the Indonesian food and drink market. The brand was commercially launched in 2016 by PT Lautan Natural Krimerindo, per the company's official history as recorded on lautan-natural-krimerindo.com, and was positioned from the outset as a high-fibre, reduced-sugar, zero-cholesterol alternative to conventional coconut milk and dairy creamers. The strategic logic of the 2018 campaign is rooted in the gap between what Indonesian consumers aspire to eat and what their culinary traditions actually demand of them.
Padang food, originating from the Minangkabau people of West Sumatra, relies on coconut milk as a foundational cooking fat and flavour vehicle. Dishes such as rendang, gulai, and kalio would be culturally unrecognisable without santan. The campaign's creative gambit — asking the guardians of that tradition to consider substitution — worked precisely because the stakes were high. A lower-stakes cuisine would have produced a lower-stakes conversation. By choosing Padang, Iris Jakarta selected the hardest possible test case, which in turn made FiberCreme's value proposition more credible when local cooks engaged with the question seriously, as reported by Branding in Asia.
In the broader Asia-Pacific context, the dairy-alternative market was already in significant expansion. Asia-Pacific accounted for approximately 46% of the global dairy-alternative market as of 2015, according to ResearchAndMarkets.com, a category share that underscored the region's structural receptiveness to non-dairy ingredients. In Indonesia specifically, growing urban middle-class awareness of lifestyle-related health conditions provided FiberCreme with a genuine consumer insight rather than a manufactured one. Competitors in the Indonesian non-dairy and cooking-fat space — including conventional santan brands and imported non-dairy creamer products — were not engaging with health messaging at this cultural depth, which gave the Iris Jakarta approach a clear point of differentiation.
The creative execution of "Padang without Coconut Milk" rests on a documentary register that separates it from conventional food-and-drink advertising in Indonesia. Rather than staging a controlled kitchen demonstration or building a polished recipe narrative, the campaign deploys Kevin Hendrawan — a recognisable Indonesian content creator and influencer — as an investigative protagonist whose role is to surface authentic disagreement, surprise, and eventual openness from the people he encounters on the streets and in the warungs of Padang, as documented by Branding in Asia in its October 2018 coverage.
The directorial approach, credited to the production team assembled by Iris Jakarta, treats the camera as a witness rather than a director of behaviour. Hendrawan's interactions with vendors and restaurateurs are structured around a single repeating question that escalates in cultural weight each time it is posed: would you make this dish without coconut milk? The tension is real because the answer is genuinely uncertain, and that uncertainty is the engine of the film's forward momentum. Production credits for the campaign include Executive Creative Director Mehdi Lamloum, Creative Director Albert Chan, Associate Creative Director Adri Zainuddin, Creative Group Head Andika Nugroho, Art Directors Anita Murti and Rahmi Amelia, Copywriter Nuris Sungkar, and Producer Purwono, as documented on Ads of the World and Clapboard.com.
The single-asset format — one film carrying the full campaign weight — was a considered structural decision. It concentrated production resources into a piece of content with genuine rewatch and share potential rather than dispersing budget across multiple executions of lower individual impact. The hashtag #PadangTanpaSantan gave the film a social anchor that invited Indonesian viewers to extend the conversation beyond the screen, integrating the campaign into the organic discourse around food, health, and regional identity that already exists across Indonesian social platforms.
No verified performance data for the "Padang without Coconut Milk" campaign — including view counts, engagement rates, or sales uplift figures — is publicly available at the time of writing. What can be assessed is the structural effectiveness of the campaign's architecture and the quality of its creative reasoning.
The campaign earns a Clapboard Score of 63 out of 100. That score reflects a campaign that executes its core insight with clarity and cultural specificity but is constrained by the limitations of a single-asset format deployed without a documented amplification strategy. The choice of Padang as a location and the use of Kevin Hendrawan as an on-screen investigator both reflect sound strategic thinking: the location raises the cultural stakes to their highest possible level, and an influencer with existing audience trust reduces the friction between branded content and organic viewing behaviour.
Where the campaign leaves structural value on the table is in the depth of its product integration. FiberCreme functions as the proposed answer to the question Hendrawan poses, but the film's strength is its question rather than its answer. Trade press coverage in Branding in Asia confirms the campaign generated meaningful attention within Indonesia's advertising and food industry communities in October 2018, suggesting that the creative approach resonated with informed observers even where consumer-level metrics remain undocumented. For a brand that had been in retail distribution for only two years at the time of the campaign, per the official company timeline on lautan-natural-krimerindo.com, the campaign's ambition relative to its format represents a credible opening move in a long-term brand-building effort.
"Padang without Coconut Milk" is a 2018 Indonesian branded content campaign by Iris Jakarta for FiberCreme. It sent influencer Kevin Hendrawan to Padang, West Sumatra, to ask locals whether they would cook traditional dishes without coconut milk, positioning FiberCreme as a healthier, plant-based culinary alternative.
Iris Jakarta, the Indonesian office of Iris Worldwide, created the campaign for FiberCreme. The creative leadership team included Executive Creative Director Mehdi Lamloum and Creative Director Albert Chan, with Producer Purwono overseeing production, as documented on Ads of the World and Clapboard.com.
Padang cuisine represents the most coconut-milk-dependent regional food tradition in Indonesia, making it the highest-stakes possible setting. By asking Padang vendors and cooks to consider substitution, FiberCreme made its health proposition credible through cultural friction rather than through a conventional product demonstration.
Kevin Hendrawan is an Indonesian influencer who appears as the on-screen protagonist of the documentary-style film. He travels through Padang asking vendors, restaurateurs, and the public whether they would cook or eat traditional dishes without coconut milk, as reported by Branding in Asia in October 2018.
The campaign received a Clapboard Score of 63 out of 100. The score reflects strong cultural insight and a credible influencer strategy, offset by the constraints of a single-asset format and limited documented amplification, which reduces the campaign's measurable structural reach beyond the core film.
FiberCreme was launched at retail in 2016, per the official timeline on lautan-natural-krimerindo.com, by PT Lautan Natural Krimerindo, a subsidiary of PT Lautan Luas Tbk, which was established in 1951. The brand is positioned as a high-fibre, reduced-sugar, zero-cholesterol alternative to conventional coconut milk and dairy creamers.
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