On March 2019, Prudential Indonesia launched a product called PCB88 which has super benefit: cover 88 critical disease. 

The challenge is how millennial could aware of the product itself and also the needs to have protection for long term.

Relating to the target market and their habit, the idea of partnering with coffee pioneer finally came up. Why coffee? If we take a look here and there, people drink it. They love it.

That's why the initiative to spread the message 'the importance of having protection' through every glass of coffee, of course with lightweight style and soft selling, but still with a pinch of brand identity.