Independence Day as a Brand Moment: Join the Movement with TMN 

Written by Olivia Dwi

The Power of National Moments 

National holidays aren’t just days off, they’re moments that bring people together emotionally. One of the biggest and most meaningful? Independence Day. Every year on August 17th, Indonesians of all ages and backgrounds come together to celebrate freedom. It’s a time filled with pride, unity, and a strong sense of togetherness. 

For brands, this is a golden opportunity. Being part of these moments allows you to connect with people on a deeper level not just as consumers, but as fellow citizens. Campaigns built around national holidays can create lasting emotional bonds and show that your brand is part of something bigger. 

Reuniting Through National Pride 

In today’s digital world, people are often disconnected, but during Independence Day, everyone tunes into the same spirit of national pride. 

According to a Nielsen Indonesia survey cited by Clove Research (2024), 70% of Indonesians prefer local brands during the Independence Day period. This reflects a strong shift in public behavior where people come together, celebrate local pride, and actively support the national economy by choosing Indonesian-made products. 

What’s really happening here is the rise of a collective sense of national pride. Whether it’s joining flag ceremonies, watching parades, or engaging with content that celebrates Indonesia, people want to feel connected to each other, and to their country. 

This is where brands can step in with purpose. When you speak to that feeling of pride and unity, your message becomes more than just a promotion, it becomes part of a bigger story.  

In Indonesia, some brands can naturally stand out during Independence Day because of what they represent. Indomie, Polygon, Eiger, Gojek, even Panasonic Indonesia, these are brand names that reflect strong local roots, national pride, and everyday relevance. They’ve earned their place in the conversation when we talk about brands that feel truly connected to the spirit of Indonesia. 

Across the world, brands that lean into national pride during key cultural moments often create some of their most impactful campaigns, blending emotional storytelling with meaningful action. 

When Brands Meet National Purpose 

Some of the most memorable campaigns come from brands that align themselves with national pride. Take Budweiser’s 2016 campaign as an example. For one summer, they renamed their beer “America”. It was bold, emotional, and unforgettable. The whole campaign leaned into patriotism: 

• The cans said “America” instead of “Budweiser.” 

• They partnered with the Made in America music festival. 

• Even the ad copy quoted patriotic texts like the Pledge of Allegiance. 

What made this campaign powerful wasn’t just the branding, but the meaning behind it. Budweiser tapped into a moment when Americans felt proud of their identity, and the brand became part of that national conversation. By renaming its iconic name with “America,” Budweiser wasn’t just promoting beer, it was promoting a sense of unity and patriotism. 

The results reflected cultural relevance. The campaign generated a 16% increase in purchase consideration, according to YouGov (2016). While Budweiser is owned by AB InBev, a multinational brewing company based in Belgium with roots in both Europe and Brazil, the brand’s American heritage gave the campaign authenticity, proving that even under international ownership, a product deeply tied to its origin can still resonate powerfully with local audiences. 

In Indonesia, Independence Day holds the same potential. It’s a chance for brands to connect with audiences not just through products, but through shared values and national spirit. 

Let’s Co-Create for Indonesia 

This August 17th, TMN invites you to create a meaningful Independence Day campaign, one that reflects the true spirit of Merdeka and connects deeply with your audience. 

Because Merdeka isn’t just a moment for local brands to shine, it’s also a powerful opportunity for global brands to localize, resonate with the Indonesian spirit, and be part of the moment. 

Let’s craft a message that moves people together. Join the movement with TMN! 

Source: 

Clove Research. (2024). Celebrating Independence: What Indonesians Buy on Independence Day 

The Branding Journal. (2016). Budweiser to be renamed as America for summer campaign