Singapore – Fisherman’s Friend is leaning into Singapore’s Gen Z humour and love for self-expression with the launch of its latest campaign, “Which One Are You?”, transforming everyday personality types into collectible accessories redeemed through WhatsApp.
Created in partnership with SKALE and GrowthDesk Studios, and rolled out alongside retail partners 7-Eleven and The Corner Shop (Zha Huo Dian), the campaign invites shoppers to identify with one of 10 cheeky personality phrases—from “Chao Keng Champion” and “Walking Red Flag” to “Situationship Specialist” and “Main Character Energy”.
Running from 3 June to 28 July 2026, consumers who purchase three packs of Fisherman’s Friend in a single transaction at any 7-Eleven outlet can scan an in-store QR code to begin a WhatsApp redemption journey.
After uploading their receipt, participants can claim a sure-win limited-edition swag pouch customised with their chosen personality patch, redeemable at The Corner Shop at Far East Plaza.
The activation builds on Fisherman’s Friend’s longstanding “always by your side” brand promise, reimagining it for younger audiences through humour, identity and collectability.
The campaign also marks a strategic partnership with The Corner Shop—widely known as Zha Huo Dian—whose retro aesthetic and nostalgic appeal have made it a popular destination among style-conscious youths in Singapore.
Beyond retail, Fisherman’s Friend is extending the campaign into social and experiential spaces.
On 20 June, the brand will take to Orchard Road with on-ground activations encouraging conversations around two topics that resonate strongly with young adults: relationships and careers.
The initiative is further amplified through the #WhichOneAreYou challenge and meme-style content across Instagram, TikTok and Facebook.
According to Chin Guan, Executive Director for GBA Corporation (S) Pte Ltd, Fisherman’s Friend’s exclusive distributor in Singapore, the campaign reflects the brand’s efforts to connect with consumers in culturally relevant ways.
“Singaporeans love a little self-expression and a good laugh at themselves. ‘Which One Are You?’ turns that everyday personality into something they can carry around, while reminding them that Fisherman’s Friend is always by their side,” he said.
Meanwhile, Yuet Whey Siah, Founder and CEO of SKALE, said the campaign was designed to make everyday purchases feel more personal.
“When you choose the phrase that fits you and collect it as a physical pouch, a quick purchase becomes a small moment of identity and play. The WhatsApp journey keeps the whole thing effortless, from snapping a receipt to redeeming your pouch.”
