BOH knows the importance of dynamic, interactive communications between itself and the consumer. From its early years to its current position as established market leader, the Company has channelled a considerable part of its energies into developing vibrant and distinctive expressions of its corporate identity.
'Bukan flip, bukan flop, adalah BOH! (early Mr. BOH campaign slogan)'
Having always enjoyed a relatively visual presence in the market, it was really during the 1970s that BOH broke through as a force in the field of consumer communications. Television, at the time, was a relatively new and novel medium of communication, yet BOH embraced this new technology. By combining it with the similarly new and exciting technology of animation, the Company created one of the most recognisable advertising icons of the period: Mr. BOH.
The smiling, bow-tied animated character made a positive and lasting impact on the Company's consumers. His friendliness mirrored the Company's goal of making prime grade tea available to everyone and helped establish the brand ahead of its competitors and imitators.