Kuala Lumpur, Malaysia – OldTown White Coffee has launched a new regional campaign titled “Your Favourites Made Cold,” developed in partnership with Kingdom Digital, as it introduces its Hot & Cold range across Malaysia, Singapore, Hong Kong, and China.
The campaign supports the rollout of one of Asia’s early cold-soluble white coffee mixes, designed to dissolve in both hot and cold water, reflecting shifting coffee consumption habits across the region.
According to the company, the initiative is part of its broader effort to evolve alongside changing consumer preferences while maintaining its heritage as a pioneer of white coffee.
“This milestone marks a remarkable journey from 1999, when OldTown White Coffee first set out to bring Ipoh’s legendary white coffee beyond its traditional kopitiam boundaries, and into homes”, said Maurice Png, regional head of marketing, Core Brands, JDE Peet’s.
Png explains, “What began as OldTown’s mission to make an iconic kopitiam brew accessible in the home, has evolved into a global brand that arguably shapes how this traditional category is enjoyed today. We’ve been able to stay relevant by understanding what matters to consumers, not only with our ‘better for you’ recipes that enable healthier choices, but also celebrating Asian culture through local flavours with new variants like Pandan, alongside classics like Hazelnut”.
He added that the cold-soluble format is expected to expand consumption occasions, particularly among younger consumers.
“We’re confident that Oldtown’s Cold solubility creates new and exciting consumption opportunities beyond the hot morning cup, especially for Gen Z who have limitless imagination and are driving demand for cold beverages in Asia, and beyond”, said Png.
The campaign is positioned as an effort to bridge generational preferences by retaining familiar flavours for existing consumers while introducing new formats to attract younger audiences.
Anchored on the message “Your Favourites Made Cold,” the campaign will be executed across video, digital, and social platforms, with Kingdom Digital leading creative and digital development.
“Working with Kingdom Digital on this regional launch reflects the trust we place in their deep understanding of regional audiences and their ability to deliver high-quality, integrated execution across brand storytelling, video, and digital touchpoints,” said JDE Peet’s Png.
He added, “Together, we’re demonstrating how heritage and innovation can coexist to keep a pioneer brand like OldTown fresh and culturally relevant for the next generation”.
