Transforming the main atrium of the mall into a wonderland of sambal and cartoons, the space will stay open until Sunday, Jan. 21. For the opening day, a talk show surrounding the launch also brought the attendance of special guests food bloggers Ken and Grat, who grew up watching Bugs Bunny and friends.

The launch of the Looney Tunes character packaging was also marked by the broadcast of the Sasa Sambal commercial on several national TV stations. It is hoped that this collaboration will bring joy to all Sasa Sambal consumers and Looney Tunes fans throughout Indonesia.

“Looney Tunes is a beloved cartoon that cannot be separated from childhood and is a pleasant memory no matter how old we are. Starting from this, Sasa Sambal wants to bring moments of childhood joy through the collaboration between Sasa Sambal and Looney Tunes," said Gloria Mariawaty, Consumer Acquisition and Retention Manager of PT Sasa Inti.

She hoped that the collaboration would be able to reignite the simple happiness we had from our younger days, especially now that most people have grown up and tend to stray away from the joy of being a child.

“In fact, the feeling of cheerfulness is in each of us, we want to present that, we want to bring that joy, so it really suits our target market, who used to watch Looney Tunes cartoons when they were younger,” added Gloria.

With the new launch, consumers can spot Bugs Bunny, Tasmanian “Taz” Devil and Tweety on the different variety of Sasa Sambal: Sasa Sambal Asli, Sasa Sambal Ekstra Pedas and Sasa Saus Tomat respectively. These three packages are also equipped with cheerful and attractive designs, so they can be the perfect addition to the dining table.

Great care was also taken in choosing which character would represent which variety of sambal. The feisty Tasmanian Devil was chosen for the spiciest of the three, whereas Tweety was selected for ketchup because the character is seen as the gentlest of the bunch. Meanwhile, Bugs Bunny was preferred for Sambal Asli to cement its place as the classic and arguably most famous one. Each of the product was created with a new formula catering to Indonesians.

“So actually, Warner Brothers is famous for its storytelling. Every character from Warner Bros. has its own character DNA and usually we grow up with Warner Bros. characters since childhood,” said Danny Ang, Associate Director, Licensing & Regional Category Lead for SEA & Taiwan, Pacific Licensing Studio.

He was in attendance representing Warner Bros. He also revealed that the idea for the collaboration came about in early 2023, which made the launch much more momentous, as the first of its kind in Southeast Asia.

“Why Looney Tunes out of all its characters? Because we also look at the target market. The target market is parents and children. We want parents to also be able to educate their children. Looney Tunes itself has very unique character traits,” said Danny, “That's one of the ideas that we don't just collaborate, but we have to find out what characters we have, the sauce itself or the product, then we combine it.” 

The three new variants with Looney Tunes character packaging are ready to be purchased at minimarkets, supermarkets and e-commerce sites in Indonesia. This series of events will also be continued with various Saucetacular Hunt promo activities that will stay open until the end of June.

By scanning the barcode of each bottle purchased, consumers are able to collect points and have the chance to win tickets to Gold Coast, Australia, a Wuling Air EV or other attractive prizes. A purchase of Rp 5,000 is worth 100 points. For more information about Saucetacular, please visit sasasauce-tacular.com.

That’s all, folks!

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