According to Carrasco - pointing at the Double Jeopardy effect - the performance and development of a brand is dependent on one simple factor that is the number of buyers. The Double Jeopardy effect refers to the situation where brands with small market shares attract fewer customers and experience less customer loyalty than the more popular brands. One of the keys to success of these five brands is that they have been made more accessible to buyers (improved penetration).

Indomie and Mie Sedaap are both popular instant noodles in Indonesia. Indomie, produced by the Indofood Group, is the country’s most popular instant noodle, while Mie Sedaap, produced by Wings Indonesia, comes at second place. These brands are bought by almost all Indonesian households, on average nearly twice per week. Part of these brands’ success is that they offer various flavours (including new flavours which are the result of innovation), often offer promotions, and are broadly advertised.

Royco, produced by Unilever Indonesia, is a food additive that has been in the market for almost three decades. So Klin, also produced by Wings Indonesia, is a detergent used for household cleaning. Lastly, Frisian Flag involves a variety of dairy products (such as infant formula milk and sweetened condensed milk) produced by the local unit of Netherlands-based FrieslandCampina.