This capstone project carries out the “KELMANTRA: Creations of Homeland Flavour, Sweetness You Can Trust” campaign as an integrated communication strategy to introduce and promote coconut sugar and arenga as healthier natural sweetener options compared to refined sugar. The main focus of this campaign is to increase awareness, acceptance, and engagement of the community, especially Generation Z and Millennials in Jakarta, towards KELMANTRA's brand values that emphasize health, authenticity, and sustainability. By collaborating with communities that care about healthy lifestyles and mindful consumption, KELMANTRA strives to build emotional closeness through narratives that are relevant to today's lifestyle. This public relations campaign initiative not only provides the public with a first-hand experience of the product's quality, but also encourages active participation in spreading awareness about the dangers of refined sugar consumption and the benefits of natural sweeteners. In the long term, this campaign is expected to foster wiser consumption behaviors, while inspiring food and beverage industry players to adopt healthier, more innovative, and sustainable production practices.



Keywords: Healthy sweeteners, Brand campaign, Gen Z, Millennials, Health-conscious communities, Strategic communication.