Kuala Lumpur, Malaysia – Gigi Coffee has rolled out a new campaign in collaboration with viral personality Ann Jaafar, marking the first project from its newly appointed creative agency, Chariot.
Best known for her relatable doodles and real-life appearances wearing a paper bag to conceal her identity, Ann brings a distinctive presence to the brand’s playful and irreverent image. The campaign features a limited-edition cup cover styled after her signature paper bag, which quickly gained traction online. In-store, Gigi Coffee baristas donned full-sized bag replicas, translating the online concept into an offline experience.
Rather than taking the form of a standard brand endorsement, the initiative was developed as a co-creation between the artist and the brand. “What Ann does aligns so naturally with who we are as a brand,” said Marcus Low, group CEO at Gigi Coffee. “We didn’t want to mould it to fit the brand. We wanted to have fun with it and give people something they’d actually want to share.”
The campaign also reflects Chariot’s approach to building ideas that extend beyond digital platforms while remaining shareable online. “Everything we make now needs to earn attention,” said Gillian Yap, general manager at Chariot Agency. “This idea worked because people saw it, got it, and made it theirs. That’s when you know the collab has done its job of inviting others into the co-creation process.”
To further engage the community, a fan meet-and-greet with Ann Jaafar is scheduled for this weekend, offering followers the chance to meet her in person while maintaining her anonymity. The activation is supported by promotions tied to the cup sleeve and a merchandise line featuring her pun-heavy designs.
The campaign launched this August across Instagram, TikTok, and Gigi Coffee outlets nationwide.
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