Singapore – Yeo’s has partnered with Universal Products & Experiences to launch a limited-edition beverage collection inspired by Illumination’s upcoming animated film Minions & Monsters, bringing the franchise’s iconic characters to five of the brand’s best-selling drinks.
Rolling out under the campaign theme “Bello, A Joyous Toast. Compai!”, the collaboration reimagines Yeo’s beverage packaging with exclusive Minions-themed designs that celebrate friendship, togetherness, and everyday moments of refreshment.
The collection features Chrysanthemum Tea, First Harvest Green Tea, Lychee Drink, Whole Bean Soy Milk, and Super Sprouts Soy Milk, each packaged with collectible artwork inspired by the mischievous personalities of the Minions.
According to Yeo’s, the campaign aims to encourage consumers to discover different character designs while enjoying the beverages with friends and family.
The campaign also draws on the Minions’ signature expression “Compai!”, meaning “Cheers!”, as a celebration of shared experiences.
To support the launch, Yeo’s is rolling out a nationwide marketing campaign across supermarkets, convenience stores, school canteens, and its vending machine network throughout Singapore.
The campaign includes product sampling sessions, retail roadshows, and social media activations.
Consumers who spend at least S$8 at selected roadshows can redeem exclusive Minions & Monsters merchandise, while a social media contest running from 3 to 12 July invites participants to share humorous and imaginative stories inspired by the playful spirit of the Minions for a chance to win limited-edition beverage packs and collectibles.
Alex Chen, Head of Marketing at Yeo’s Singapore, said the partnership brings the humour and energy of the Minions into consumers’ everyday refreshment occasions through a collection designed to be both expressive and collectible.
“At the heart of the campaign is a joyous celebration of friendship, togetherness and shared moments. We hope these limited-edition packs bring consumers a little surprise and a lot more reasons to say ‘Compai!’.”
The limited-edition Yeo’s Minions & Monsters beverage collection is now available at major retailers, selected school canteens, and Yeo’s vending machines across Singapore while stocks last.
