Jakarta, February 6, 2025 – Aice Group, a leading ice cream manufacturer in Southeast Asia, has reaffirmed its position as the number one choice among Indonesia's youth. Aice received the Gold Award in the Ice Cream category at the 2025 Marketeers Youth Choice Award (YCA). This award, presented on Friday, January 24, 2025, is a testament to Aice's continuous innovation in delivering high-quality products and communication relevant to Gen Z's character.

 

Sylvana Zhong, Senior Brand Manager of Aice Group, expressed her appreciation and pride over this achievement. According to her, this award reflects the high trust from young Indonesian consumers in Aice's products and brand. Aice sees this as motivation to continue presenting innovations that align with Gen Z's contemporary lifestyle.

 

“This Marketeers Youth Choice Award is an important recognition of Aice's efforts to create ice cream products with a positive impact and strong resonance with young audiences, including Gen Z. They are a unique segment with massive and rapidly changing preferences and trends. In addition to ensuring the highest quality and innovation in every Aice ice cream, we also always adapt our communication style to match their characteristics. With this strategy, we hope Aice will remain top of mind among Gen Z,” said Sylvana.

 

Youth Choice Award: Proof of Aice's Strong Connection with Gen Z

 

The Youth Choice Awards itself has become one of Indonesia's prestigious awards, given to brands, products, and individuals that successfully capture the attention and support of the younger generation.

 

The winners were determined through online voting involving over 2,300 Gen Z individuals, including high school students, university students, and recent graduates from several cities across Indonesia and Malaysia. In Indonesia, this includes areas such as Greater Jakarta (Jabodetabek), Surabaya, Bandung, Yogyakarta, Palembang, Makassar, Semarang, Padang, and Bali.

 

CEO of Markplus, Inc., Iwan Setiawan, emphasized the importance of the Gen Z segment in modern marketing strategies. “Gen Z is incredibly important to marketers because they are the ones setting the trends. On the other hand, many purchasing decisions within today's families are influenced or made by their Gen Z children,” he explained.

 

The Youth Choice Award evaluates various brands based on four main aspects: Creativity, Innovation, Reach, and Impact, analyzed through a survey method based on the Customer Journey 5A model (Aware, Appeal, Ask, Act, Advocate).

 

Iwan emphasized that the highest achievement for a brand isn't just when consumers make repeat purchases, but when they actively recommend the product to others. According to him, Aice consistently delivers product innovations that align with the tastes and trends among Gen Z.

 

Consistently Innovating and Strongly Connecting with Gen Z

 

As a favorite ice cream brand among young people, Aice has made significant strides in increasing production volume and offering unique variants. Some of the latest innovative products that are gaining popularity include Aice Histeria Peach. This is Indonesia's first ice cream cake stick, combining the taste of Honey Peach fruit with a crunchy premium chocolate coating.

 

Other products include Aice Mochi Peach and Aice Mochi Banana, mochi ice creams with fresh flavors and chewy textures. There's also Aice Crispy Balls, ice cream with a chocolate coating infused with malt aroma and filled with crispy balls. These products are designed to offer a richer ice cream experience, refreshing taste, and high-quality ingredients.

 

In addition to product innovation, Aice is also actively building a connection with Gen Z through various major events. In 2018, Aice became the only ice cream brand chosen as the official sponsor of the 2018 Asian Games. In 2022, Aice continued its global presence by becoming the Southeast Asia Official Ice Cream Brand for the FIFA World Cup Qatar 2022, and partnered with world football star Lionel Messi as a Brand Ambassador.

 

Aice's commitment to supporting sports continued in 2023, by sponsoring the friendly match between the Indonesian National Team and the Argentina National Team. Last year, Aice became a Worldwide Olympic Partner in Paris and the Official Ice Cream of the Indonesian National Team, while also launching Aice Crispy Balls as an innovation during the world’s biggest sporting event.

 

To engage Gen Z's interest and talent, Aice also organized Aice Starlympic, an annual program combining sports and creativity for young Indonesians. Through this event, Aice provides a platform for Gen Z to showcase their athletic skills in a fun and inspirational competition. Due to Gen Z's close connection with the digital world and social media, Aice actively uses digital platforms to encourage healthy living through sports while supporting the development of sports in Indonesia.

 

A Series of Awards: Proof of Consumer Trust

 

As a pioneer in high-quality ice cream, Aice has also received several prestigious awards that reinforce its position as the market leader in the ice cream industry, especially among Gen Z. Aice has won the Top Brand Award for six consecutive years, from 2019 to 2024. Additionally, Aice has earned the Top Brand for Kids Award from 2019 to 2024, further solidifying the high trust from young consumers and families.

 

Moreover, Aice has received the Superbrands Award for five consecutive years since 2020. The ice cream manufacturer, sold in 400,000 stores and modern markets across Indonesia, was also recognized by Euromonitor as Indonesia’s No.1 Ice Cream Brand in 2023 and No.1 Ice Cream Brand in Indonesia last year. These awards are a recognition of Aice's commitment to delivering high-quality products loved by various consumer segments.

 

Aice's Commitment to Quality for Future Generations

 

Data from the Central Statistics Agency (BPS) from the 2020 Population Census shows that Gen Z dominates Indonesia's population, with about 74.93 million people, or 27.94% of the total population. This proves that Gen Z is a segment with significant buying power. Additionally, Gen Z will be parents in the future, and it will be in their hands that quality products for their families will be determined.

 

The dominance of Gen Z in Indonesia motivates Aice to continue innovating and maintaining its relevance with young generations. “With this award, we are even more motivated to keep growing. Aice will continue to bring more joy to consumers, especially Gen Z. Most importantly, this is our initiative to maintain our position as a brand that remains relevant and increasingly loved by the public,” concluded Sylvana.