Artirasa cheesecake is not just an ordinary dessert. For many Indonesians, especially Gen Z, this is a favorite dessert that is always present at various moments, from hangouts with friends, office events, to simply accompanying leisure time at home. Its soft texture and taste that suits the palate make it easily accepted by various groups. Starting as a simple home business, Artirasa has now grown and is present in various cities in Indonesia. This product proves that local businesses with good quality and affordable prices can grow rapidly. This time, they are presenting something different. By collaborating with Somethinc, a continuously innovating local skincare brand, Artirasa creates a new experience that combines delicacy and self-care. The result is a product that not only pampers the tongue but also provides a meaningful self-care moment. What Makes This Collaboration Attractive Cross-Category Appeal Marketing strategy that creates appeal for a brand or product outside its original category, by connecting the value or essence of that brand to other different product categories. The goal is to attract new customers from different market segments and avoid market saturation. The collaboration of Artirasa (cheesecake) with Somethinc (skincare) is a form of cross-category appeal, where two brands from different industries (F&B and beauty) create an attractive experience for consumers who may initially only be interested in one category, but then become interested in trying both because of the collaboration. Complementary Brand Values These brand values complement each other. Artirasa and Somethinc are both Indonesian local hero brands with loyal followers. Both offer premium quality products at affordable prices, trendy, and popular among Gen Z. Their values reinforce each other, making this collaboration feel natural and relevant. Impact & Results The Artirasa x Somethinc collaboration provides a clearly visible positive impact, especially attracting the attention of young people and bloggers. Social media reach increased drastically because content was shared by fans of both brands simultaneously, creating a significant amplification effect. Most importantly, this collaboration successfully changed the perception of Artirasa from just a food brand to a trendy and beauty-conscious brand, expanding their image towards a more lifestyle and modern direction.   Sources: https://artirasajkt.com/ https://www.marketeers.com/cross-category-marketing-strategi-efektif-untuk-keluar-dari-pasar-jenuh/ https://www.investopedia.com/terms/c/cobranding.asp   Written by Keyko Genio Iskandar, Management 2025, Public Relations The 19th IMOTION