BonCabe has collaborated with Sandal Swallow Indonesia to launch sandals featuring images of BonCabe level 50 Max End, which is the spiciest in the BonCabe range. The collaboration was launched to celebrate The Youth Pledge (Sumpah Pemuda) day, which was a declaration made on 28 October 1928 by young Indonesian nationalists in the Second Youth Congress to recognize only one Indonesian motherland, one Indonesian people, and one Indonesian language.
The #SandalHotMasaKini campaign encourages young consumers to express themselves. At the same time, the campaign also exposes local brands to the younger generation. For the sandal manufacturer, the goal is to encourage young consumers not to feel embarassed wearing sandals to shopping malls and other places.