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Supporting a Golden Indonesia for 2045, ExtraJoss launches initiatives aimed at the youths
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W
ith millenials and Gen Z comprising over 25.87 percent and 27.94 percent of the Indonesian population respectively, their development is key in building a strong foundation to achieve the vision of a Golden Indonesia by 2045.
This however is not an easy task as the growth of technology that coincides with the entry of these two generations into the workforce has accelerated global productivity to an unprecedented level.
The combination of this leads to the prevalence of hustle culture within the zeitgeist of the youths, demanding them to be ambitious, persistent and diligent in maintaining their productivity.
Additionally, the balancing act of preserving this hustle while simultaneously pursuing healthy leisurely activities such as sports is a deeply exhaustive effort. So what can the youths do to help alleviate the conundrum that they have found themselves in?
This is where ExtraJoss comes in to support the ambition of the youths.
Commemorating its recent milestone of 30 years of presence in Indonesia, Extra Joss is launching a series of fresh new initiatives aimed at the increasingly prevalent next generation of Indonesia.
A local legend, Extra Joss is an energy drink and health supplement that launched on the 14th of August 1994. Combining powerful energy sources such as Vitamin B-Complex, Royal Jelly, and Korean Ginseng, Extra Joss offers a composition that provides a boost in energy levels, rejuvenating properties, and an increase in metabolism.
Fully supporting the up and coming generation of youths, Gen Z, Extrajoss is aiming to help build a productive golden future for Indonesia. Shifting their campaigns and initiatives towards more contemporary subjects that excite the youths, utilizing key youth figures in their content and collaborating with the Indonesian national football team to showcase that the brand is developing alongside the times.
Just this month, Extra Joss became the official energy drink of the Indonesian national football team, launching the tagline “Energy Extra untuk Garuda”. The collaboration was launched with a video commercial created by Artificial Intelligence technology, resonating with the youth trend of adaptability to technological advancement. Having been long associated with a multitude of sports, sponsoring numerous football clubs over the years, this is seen as a natural next step for Extra Joss, and is their way of supporting Indonesia in their effort of securing a spot in the 2026 World Cup.
“We are so proud to be able to forge this partnership to support the Indonesian national team so that they can achieve on the global stage. The Football Association of Indonesia (PSSI) and Extra Joss share the same vision and values. So we want to inspire our Indonesian community to lend their positive energy, support, and prayers to the Indonesian national team so that they showcase the capabilities of the Garuda.” Fanny Kurniati, President Director of PT Bintang Toedjoe, producer of Extra Joss, stated, following the launch of their collaboration with PSSI.
“We are deeply thankful for Extra Joss in becoming the latest partner of the Indonesian national team. This collaboration is not simply a sponsorship, but it's also our shared commitment in building Indonesian and maximizing our team’s capability to reach new heights.” Erick Thohir, Chairman of PSSI added.
Aside from their collaboration with the national football team, Extra Joss is also partnering with famous figures and organizations within the young segment. Teaming up with people like actor Jefry Nichol, kickboxing champion Randy Pangalita, and online media entertainment platform Jebret Media. Sponsoring and producing online content on the social media accounts of their respective collaborators, tapping into the heart of the Gen Z zeitgeist.
To better position themselves for the younger generation, Extra Joss is also placing emphasis on participating in popular events. Making grand appearances in music festivals and extreme sports events, raising brand awareness for Extra Joss towards their key segments.
With a renewed drive in forging a strong generation of future leaders, Extra Joss remains steadfast in their 30 year mission of preserving persistence, diligence, and ambition within Indonesians across the country to achieve a golden future.
Source: Bintang Toedjoe
