Knorr’s long-standing communications in Indonesia were anchored in the generic claim of “Superior Taste,” a message that had lost distinction in a crowded market. The brand was looking for fresh and meaningful ways to talk about taste beyond the overused narratives of “long boil”.
To tackle this, Nation turned to culinary culture. We analyzed traditional and modern recipe books, interviewed culinary anthropologists, and mapped diverse expressions of taste across Indonesian cuisine. These insights were translated into a range of consumer-facing concepts, which were refined through group discussions to reflect real consumer desires and language.
The result was a Glossary of Taste Narratives: a strategic toolkit designed to guide product innovation and spark creative development. True differentiation in taste can come from culture, not just science
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