“This product is a form of fulfilling our promise to BonCabe Lovers and spicy lovers in Indonesia. Previously, the presence of BonCabe Sambal Tabur Level 50 Max End received enthusiasm and good acceptance by the community, so we tried this level of spiciness on BonCabe snack products,” said Meylanie Tambelangi, Head of Brand Communication at PT Kobe Boga Utama.
To enliven the launch of this new product, BonCabe held an activation with a prize of millions of rupiah with the theme #MacaroniMaxEndChallenge which was carried out online and offline. In this activation, BonCabe Lovers are challenged to finish as many Level 50 Max End BonCabe Macaroni Snacks without drinking within 1 minute. In the online version, the competition is held on the official BonCabe social media account. Meanwhile, in the offline version, the competition for eating the hottest snack was held in several cities in Indonesia, including Bandung, Semarang, Solo, Cirebon, Tasikmalaya, Bekasi, Bogor, Jakarta and its surroundings.