Indonesian sparkling drink brand Amo is riding the wave by cleverly aligning its product with the quirky Italian brain rot internet movement. In a playful twist, the brand has introduced a new character or visual identity that echoes the “brain rot” style—over-the-top visuals, eccentric personalities, and a flair for meme-worthy chaos.
As internet culture continues to evolve, brands are increasingly tuning into viral trends and niche phenomena to stay relevant. One such trend—the so-called “Italian brain rot”—has taken social media by storm, known for its chaotic, hyper-memed aesthetic often inspired by exaggerated European tropes, retro graphics, and absurd humour.
This strategic shift reflects a broader trend in which brands are actively reconfiguring their packaging, narrative approach, and digital engagement—not solely to promote their products, but to position themselves within contemporary cultural discourse. Amo’s adoption of this distinctive aesthetic transcends conventional marketing, serving as a nuanced nod to the ironic and idiosyncratic humor favored by Gen Z audiences across platforms such as TikTok, Instagram, and other emerging digital communities.
