IYES-IN AJA

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Most snack brands compete by adding more — more flavor, more claims, more reasons to choose. But everyday decisions are often shaped by simplicity, not complexity.

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This campaign explores the idea of turning the brand name itself into a behavioral shortcut: from something people think about into something they instinctively say and do — “Iyesin aja.”

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Rather than functioning only as a slogan, the phrase was designed to live naturally in conversation, transforming the brand into a small cultural expression embedded within everyday social behavior.

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Client: IYES PT.Manohara Asri

Agency: Mediate (MNC Group)

Manager Director: Dini Ubaya

Creative Strategict: Novian Arif