Tag: Innovation

Marketing innovations for food and beverage (F&B) brands have undergone remarkable transformations over the decades, driven by evolving consumer preferences, technological advancements, and shifting societal trends. From traditional channels that gave us a first taste of F&B’s reach globally, we are now at a stage where new technologies have been made to enrich the brand’s experience with its customers at a global level.

For instance, artificial intelligence and data analytics now allow companies to craft hyper-personalized campaigns based on consumer behaviour and preferences. Meanwhile, social media platforms, powered by advanced algorithms, have enabled brands to connect with niche audiences through targeted advertising and influencer collaborations. Lastly, augmented reality (AR) and virtual reality (VR) are being used to create engaging, immersive experiences, such as virtual store tours or interactive packaging.

These cutting-edge tools, combined with the power of storytelling and real-time customer engagement, have redefined how F&B brands build loyalty and drive growth in today’s fast-paced, tech-savvy world.

In our latest What’s NEXT in Marketing interview, we recently caught up with Matthias Blume, vice president of marketing, ASEAN and South Pacific at The Coca-Cola Company to understand how new tech-driven marketing innovations have propelled long-lasting brands like Coca-Cola into continued relevancy, and what lessons regional marketers can learn when tapping into said innovations.

Immersive technology to blur the physical-digital divide

For Matthias, utilising immersive technology like augmented reality (AR) and virtual reality (VR) have allowed consumers to interact with the brand in immersive ways, blurring the lines between physical and digital experiences. 

In their case, such types of technology have been a defining feature of their global campaigns, including their ‘#TakeATaste Now’ outdoor campaign in 2023 which invited consumers to be able to change the 3D anamorphic creative on any screen in real-time using their mobile device.

“This shift towards digital engagement not only broadens our reach but also strengthens our connection with our consumers. By leveraging these cutting-edge technologies, Coca-Cola continues to push the boundaries of what’s possible in marketing, creating captivating brand experiences that forge stronger emotional bonds with our audience,” he explained.

In Asia-Pacific, AR has been part of its regional campaigns, including its Chinese New Year-themed limited edition packaging campaign which focused on the message of celebrating the festivities in style.

“Digital platforms have empowered brands like ours to connect with consumers in real-time, fostering deeper engagement and tailored experiences. AI-powered tools help us to analyse vast amounts of data, enabling us to understand consumer behaviour, preferences, and emerging trends on a deeper level. This data-driven approach allows us to deliver hyper-targeted and relevant content that resonates with target audiences,” he further added.

Storytelling being the core

Despite all of these technological innovations, Matthias stresses that storytelling should continue to be the core of any marketing innovation for brands. In their case at Coca-Cola, he states that storytelling is at the core of Coca-Cola’s marketing DNA which transforms their campaigns from simple advertisements into emotionally compelling narratives that resonate deeply with its audiences.

“Our brand is synonymous with happiness and connection, and shared experiences, and storytelling allows us to convey these emotions in a powerful and authentic way. Whether it’s through a heartwarming video, an engaging social media campaign, or our activations at global events like FIFA or the Olympics, we use stories to create memorable moments that resonate with people on a personal level,” he explains.

Matthias also shared that their campaigns like ‘Share a Coke’ and the more recent ‘Real Magic’ have skillfully utilised storytelling to highlight themes of joy, friendship, and togetherness. 

However, the true impact lies not just in the stories themselves but in their authenticity and sincerity. This blend of compelling narratives and genuine connection is essential for building meaningful relationships with consumers and cultivating lasting brand loyalty.

Some of those campaigns that invoke a sense of belongingness include its ‘Recipe for Magic’ campaigns–whether it’s about sharing together a meal at the confinement of your personal space with friends or exploring street dishes in your locality.

“Looking ahead, we will continue to invest in storytelling, seamlessly integrating it with emerging technologies. By embracing these innovations, Coca-Cola aims to strengthen the emotional connection with our audience, ensuring that our brand remains relevant and compelling in an ever-evolving digital landscape,” he said.

Influencers for further increased visibility

Speaking of storytelling, influencer marketing has been integral in making sure marketing for F&B brands truly stands out to consumers. For Matthias, by partnering with influential and credible individuals, their brand has been able to tap into their ability to connect with specific target audiences and leverage their endorsement to drive higher engagement.

“The rise of influencer marketing has significantly transformed the way brands reach and engage with consumers, particularly enhancing brand visibility and building consumer trust. Influencers serve as authentic voices who bridge the gap between brands and consumers, especially among younger demographics like younger millennials and Gen Z,” he explained.

It is important that for brands wanting to tap into the influencer marketing space, always consider working with a wide variety of influencers to engage with niche communities and extend the reach of its campaigns. At Coca-Cola, Matthias says that these collaborations are thoughtfully chosen to ensure alignment with the brand’s core values and messaging, as authenticity remains a top priority. 

Moreover, the genuine support of these influencers often fosters greater trust and credibility among consumers, who tend to view such endorsements as more sincere than traditional advertising. A good example of this would be ‘Coke Studio’, a long-running initiative in global markets where studio-recorded music performances by established and emerging artists are being featured.

When asked about their future plans for influencer marketing, Matthias said, “In 2025, we will continue to prioritise authentic partnerships and explore innovative influencer marketing formats. These strategies will allow us to foster deeper connections with our consumers and further enhance our visibility and trust within the market. By embracing these new formats, Coca-Cola aims to stay at the forefront of influencer marketing, creating meaningful and engaging experiences for our audience.”

Innovation fosters deeper emotional connection

According to Matthias, marketing innovations are pivotal in creating deeper emotional connections between brands and their consumers. For them, leveraging innovations like interactive social media campaigns, personalised digital content, and live experiences helps us connect with their audience in meaningful and memorable ways. 

Moreover, these innovations provide platforms for them to share their brand’s story and values in compelling, immersive formats that resonate deeply with consumers. 

He also added that they will continue to push the boundaries of innovation, exploring emerging technologies to forge even deeper emotional connections. It is worth noting that by integrating technology and creativity, the brand aims to go beyond traditional advertising, delivering personalised, interactive, and unforgeable campaigns that strengthen the consumers’ bond with the brand. 

“By consistently creating positive and memorable experiences, we cultivate a strong and deeper emotional connection with our consumers, which is key to building long-term brand loyalty and affinity. For example, AI-powered chatbots can offer personalised product recommendations and customer service, enriching the consumer experience. Additionally, AR experiences can transport consumers into immersive brand worlds, creating magical moments that leave a lasting impression,” he explained.

When asked about the future of marketing innovation for F&B brands, he stated that it will be fueled by the convergence of cutting-edge technology, sustainability, and the pursuit of extraordinary consumer experiences. For him, there are four key areas to consider to future-proof the marketing strategies for brands:

  • Personalised Experiences: The use of AI and machine learning will become more significant in delivering tailored experiences to individual consumers, allowing for hyper-personalized content that aligns with their preferences and behaviors.
  • Immersive Technologies: The integration of AR and VR will become more common, providing richer and more engaging brand interactions that create unforgettable experiences for consumers.
  • Audience-Driven Marketing: Building strong brand communities and audience segments will be essential; aiming at empowering consumers to co-create content and experiences, enhancing engagement and fostering loyalty.
  • Commitment to Innovation: Being dedicated to being at the forefront of marketing innovation, exploring new ways to connect meaningfully with audiences through cutting-edge technology, storytelling, and responsible marketing practices.

“We are committed to being at the forefront of marketing innovation, always exploring new ways to connect meaningfully with our audience. By integrating cutting-edge technology, timeless storytelling, and responsible marketing practices, Coca-Cola aims to lead the industry into the next era of innovation and growth,” he concluded.

Kuala Lumpur, Malaysia – Klook, Asia’s leading platform for experiences and travel services, has recently announced a collaboration with Google Cloud to harness the company’s content production and generation capabilities through an automated language translation and AI chatbot.

In this collaborative endeavour, Klook seeks to understand the intricacies of the local market as well as its distinct brand voice, using Google Cloud’s PaLM 2 to translate its activity content in ten languages. It then extends its capabilities, encompassing content creation and K.AI chatbot.

Said project focused on ensuring that Google Cloud’s generative AI translation activity is accurate, facilitating language proficiency on the materials including Bahasa Melayu and simplified Chinese that were increasingly tailored to the team’s desired outputs.

As a result, the local nuance and efficiency of translations improve with every iteration, giving Klook the confidence to scale its efforts across all activity-related content. It also excelled in preserving the nuanced tones and voices specific to each local market, a success recognised and scored by Klook’s team of linguists and brand marketers specialising in localization. 

Talking about the collaboration, Bernie Xiong, CTO and co-founder at Klook, shared his insights about the collaboration, stating, “We take great pride in being in-destination experts, from the moment our travellers begin their discovery of their dream holiday to the moment they book with Klook and ultimately throughout their in-destination experience. We are committed to make this entire journey seamless, effortless, and in the language that best suits our travellers’ preferences.”

“Our pilot proved that with Google Cloud’s generative AI capabilities, we can deliver this complete brand experience at scale without any compromise on content quality or accuracy. We will continue to innovate, bring new advancements for a more engaging platform, and solidify our standing as the brand of choice for travellers in Asia and beyond,” he added.

Furthermore, Klook aims to extend its use of Google Cloud’s generative AI beyond translation, incorporating the K.AI chatbot to enhance data security and interaction accuracy in diverse customer services.

This is in line with the company’s goal to implement PaLM 2 for content generation, streamlining vendor onboarding by automatically generating concise descriptions and details about activities. These advancements aim to improve overall internal employee productivity and contribute to a more efficient operational workflow at Klook. 

Meanwhile, Kathy Lee, managing director at Google Cloud in North Asia, said, “Klook’s use of generative AI has the potential to significantly boost both internal productivity and customer engagement, enhancing the uniqueness of their brand and value proposition while also strengthening trust and security for their customers.”

“They’ve already gained a crucial first-mover advantage in personalising and localising travel experiences with generative AI, and we look forward to our continued collaboration to further strengthen their digital leadership with cloud and AI across their business,” she concluded.

Philippines – Following its pursuit to embrace digital readiness, Union Bank aims to poise itself to establish more user-friendly, online banking solutions that empower businesses in the current digital age. 

Among its latest initiatives, UnionBank has embarked on the development of PayExpress, allowing clients to conveniently manage transactions by collecting official receipts from suppliers and vendors before the disbursement or crediting of payments. 

This new platform also comes with immediate generation of creditable withholding tax and invoice vouchers which enable direct sending of nominated email addresses to suppliers and vendors, once the receipts are collected and funds are credited to payees. 

Interestingly, a plan to adopt e-invoicing and e-receipt System is currently in the move, giving PayExpress the opportunity to assist businesses in adjusting to the changing tax requirements. This notable alignment offers a safe and effective platform for obtaining official receipts and producing necessary documentation like creditable withholding tax and invoice vouchers.

Another addition to this initiative is the establishment of UnionBank’s payroll digital account opening. With this solution, a more efficient, paperless, and fully-digital end-to-end ePaycard payroll and corporate disbursement solution can now be arranged by corporate clients to their employees. 

At the same time, corporations can also distribute salaries and offer a wide range of value-added benefits to their employees, allowing them to open an account at the convenience of their own home. 

Said banking solution also complements the upcoming regulation about bank account portability for workers, granting private sector employees the prerogative to select and change their preferred bank accounts, liberating them from the constraints of a one-size-fits-all banking system.

Furthermore, UnionBank has also revolutionised the present-day check deposits by the inclusion of a ‘remote check deposit’.  With RCD, corporate clients can effortlessly use a check scanner to deposit a hundred checks at a time online, eliminating the need for branch visits. 

As RCD supports deposits of both current-dated and post-dated checks, clients can conveniently track their status online, ranging from the warehousing to clearance and return. RCD also provides a clear display of cleared and bounced checks, making it a cutting-edge innovation in check payments, perfectly complementing the bank’s mobile check deposit service.

Meanwhile, the implementation of the check image clearing system has overcome the need for physically transporting checks for clearing since only check images and their electronic payment information were required to be transmitted to the paying bank. 

Moreover, when UnionBank introduced the Mobile Check Deposit (MCD) in 2020, it has already capitalised on the prevalence of smartphone use, allowing corporate clients to conveniently deposit checks anytime and anywhere. 

Throughout the years, UnionBank’s extensive array of products and services has already made it the go-to-choice for large corporate entities seeking a convenient, secure, and efficient solution for their day-to-day financial transactions. 

With their latest technological adoptions, UnionBank remains dedicated to its goal of elevating the banking experience of every business in the country.

Philippines – As a key to catalysing e-commerce growth for online sellers, WorldFirst, a one-stop digital payment and financial services platform for cross-border trade SMEs has recently revealed its plan to launch its latest digital finance solutions.

The platform will cater to new southeast Asian markets including Vietnam, Thailand, Philippines, and Malaysia in 2023 and 2024 and is set to provide online sellers with safe, fast, and reliable cross-border payment and financial services.

For this particular project, SMEs can now swiftly open a multi-currency world account to trade globally. In this case, money is deposited into the local collecting account of the sellers, where it will be immediately combined with the available amount. 

In addition, said world account provides a single user-friendly portal for sellers to manage their growing operations across countries and marketplaces. Sellers can then have tier stores, e-marketplaces and entities, while customising account statements accordingly for reconciliation.

Clara Shi, CEO at WorldFirst and Vice President at Ant Group, expressed her enthusiasm about this project, stating, “Building on our global fintech capabilities and strong success in China, Singapore and other markets, we are confident our secure and fast cross-border payment and e-commerce enablement services can help small businesses in Southeast Asia extend their international footprint.

Following its success in Chinese and Singaporean markets, WorldFirst will offer a hassle-free one-stop store opening services across global marketplaces. With an expedited process across 28 partner e-commerce platforms, set-up time for the seller goes down to within 24 hours.

Through this, sellers may now find a broad array of value-added professional services through WorldFirst and boost their growth in online advertising, logistics, and website development and management. 

Singapore – IPG Mediabrands, the media holding company within Interpublic Group, has announced the official launching of My Bot, its latest AI chat assistant today, November 16. 

This innovative tool aims to optimise the internal productivity of the workplace as well as their employees’ workstyles through gen AI technology powered by Google Cloud. 

In particular, the assistant is set to streamline day-to-day tasks, enabling easier management of multiple projects and workflows for IPG Mediabrands employees.

Some of its features include an intuitive task management support which covers the project brainstorming to agenda-making for meetings. With a dedicated space for human creativity and strategy development, it also responds efficiently to user needs with time. 

Meanwhile, its capacity to understand 38 different languages enables smooth communication in various contexts and promotes inclusivity.

Speaking about this launch, Graham Wilkinson, chief innovation officer at KINESSO, said, “We couldn’t be more excited to launch our first of what will be many products leveraging gen AI, with the support of Google Cloud.”

“My Bot will take our workplace capabilities to new heights without compromising the humanity and thoughtfulness of our client-centric approach,” he ended. 

My Bot comes after IPG Mediabrands recently partnered with Google Cloud to integrate gen AI technology into product development. 

It is developed by the product team within KINESSO which works with Google’s PaLM 2 language model and boasts enterprise-level security to protect intellectual property throughout the workflow. 

Indonesia – As the country strives for a healthier dining environment, Dulux Indonesia, alongside Innocean Indonesia, has spearheaded an initiative catered specifically to reducing flies among school canteens in Indonesia.

This collaborative effort came up with a campaign called ‘Project Yellow Canteen, which encompasses a solution to the long-standing problem of sanitation and diseases spread by insects through the discovery of flies’ aversion to the colour yellow.

Prior to the implementation, an on-ground experiment was conducted, with two tables: one painted in a bright yellow and the other left untouched. Results then observed that flies were attracted only to the non-yellow table, demonstrating the effectiveness of the flies’ dislike of the colour.

This particular discovery led to an on-ground initiative to paint the tables, benches, and walls in several Indonesian canteens with cheerful yellow hues. This has brightened school canteens and improved students’ well-being,  providing students with a cleaner and healthier dining experience. 

Since its implementation in October, ‘Project Yellow Canteen’ has now embarked on transforming cleaner and healthier dining spaces, with Dulux Indonesia showcasing the impact of innovative solutions and social responsibility.

Kuala Lumpur, Malaysia – In an effort to create a revolutionary platform for outdoor advertising, pioneering car cleaning products company Armor All has recently partnered with global communications network Havas Malaysia.

This combined effort is set to leverage the use of abandoned cars as a medium to showcase the effectiveness of Armor All’s cleaning products. With Malaysia’s cars being neglected on several roadsides in the country, this particular campaign allows the restoration and renovation of the appearance of the abandoned vehicles.

Results of the project then observed that revival of the products was effective, with each of the vehicles displaying a vibrant orange sticker that says, ‘Ride Revived by Armour All.’ These stickers were positioned deliberately in the window showing the view of the car’s original condition. This created a compelling visual and drew attention to the transformation.

Following this campaign, Aaron Abner Ang, head of marketing for Malaysia, Singapore and Indonesia at Energizer Holdings Inc., said, “Armor All has always been committed to delivering innovative and effective cleaning solutions to car owners. While our products enjoy broad visibility through our retail partners, we sought a medium that would unequivocally prove the efficacy of our products. The use of tangible evidence proved to be an effective way to achieve this goal. Additionally, these revived cars offer us a unique opportunity to raise awareness and bolster our brand’s credibility.”

“We are grateful for Havas’s dedication to the campaign. The creativity and proactive approach from the Havas team have made this collaboration a truly inspiring journey,” he added. 

Meanwhile, Donevan Chew, chief creative officer at Havas Malaysia shared, “Armor All equips car owners with all the tools needed to achieve a professionally cleaned look. We believe that there’s no better way to convince car owners of the efficacy of their products than by showcasing the results right before their eyes. The use of old, abandoned cars helps to amplify and dramatise the efficacy of Armor All’s products.”

Singapore – Global socially-led creative agency We Are Social has announced its reaffirmation to commit to investing in future focused technologies, through a slew of updates to its innovation arm, .XYZ, complemented with new leadership appointments for the department.

With We Are Social’s appointment, .XYZ will be led by Christina Chong, CEO of We Are Social Southeast Asia, and will expand the agency’s offering across future strategy, creative innovation and virtual production.

Under Chong’s leadership, a number of the agency’s Singapore team, along with specialist colleagues from the US, UK, Europe and the Middle East, will be tasked with further developing the .XYZ offering in three key areas: future strategy, creative innovation and virtual production.

The .XYZ team will be looking for opportunities to embed innovative work across the agency’s entire client portfolio, for brands in all sectors and industries. With experts and practitioners across the spectrum of spatial, phygital, cognitive and distributed technologies, they will also work to keep the entire agency up to speed with the latest advances in technology.

The investment in .XYZ complements the agency’s other investments in future tech and innovation, such as its gaming division We Are Social Gaming, and new augmented reality offering, Make My Day.

Speaking on her own appointment, Chong said, “.XYZ will help our clients feel confident in exploring future focused technologies – the benefits of being an early mover, if managed in a strategic and considered way, can be huge. I’m delighted to be taking the lead on .XYZ – an area I feel passionate about – and helping more brands use technology to get ahead of the pack.”

Meanwhile, Nathan McDonald, co-founder and group chief executive of We Are Social ,commented, “Chris and the team in Singapore have always been up to speed on cutting edge technology and helping clients make the most of the latest advancements so it was clear that .XYZ would thrive under her leadership. I’m confident that we’ll be able to help even more of the world’s most forward-thinking brands navigate the intersection of creativity and technology.”

Malaysia – RPG Commerce, a Malaysia-based direct-to-consumer (DTC) e-commerce company, has secured US$ 29 million in a Series B funding round led by East Ventures, UOB Venture Management, Vertex Ventures SE Asia & India (VVSEAI), and RHL Ventures. VVSEAI previously led RPG Commerce’s Series A funding and has continued to invest in this current round.

The funds raised will be channeled into future-proofing the company’s technology and development processes, as well as developing and expanding RPG’s brand-portfolio to create revolutionary consumer products. RPG currently hosts a suite of 10+ in-house international brands, including apparel & homeware brands Thousand Miles, Bottoms Lab, Montigo, Cosmic Cookware & more. 

RPG Commerce’s multi-brand business model launches, operates, and optimizes a globally successful suite of DTC brands by owning the development, production, and delivery processes end-to-end. Striving to create an exceptional standard of living for customers by creating innovative solutions to everyday problems, RPG is powered by cutting-edge back-end technology and a leading team of creative visionaries, which has resulted in a rapid brand portfolio expansion and customer base growth of 300% over the past year.

Melvin Chee, co-founder and CEO of RPG Commerce, shared, “RPG Commerce’s mission is to provide value that exceeds the expectations of our customers. We are proud to have delivered game-changing, customer-centric products and services by creating high-quality essential items through our DTC model that are accessible at their fingertips and delivered straight to their doorstep. With this round of funding, we aim to rapidly expand our talent pool across the entire organisation and enhance our technological capabilities in addition to expanding our suite of brands to further disrupt the consumer landscape.”

Evolving beyond its primary DTC business model, RPG’s ‘shared backend infrastructure’ enables other businesses and brands to leverage RPG’s technology framework through partnerships. Passionate about supporting independent businesses with in-demand products and solutions, RPG is also looking forward to empowering smaller businesses through incubation programs and acquisitions to expand its range of consumer-centric products across different verticals. 

Meanwhile, Willson Cuaca, co-founder and managing partner of East Ventures, commented, “RPG takes a multi-category, multi-brand approach, while retaining the roll-up model as an option, making them a unique and successful player in the e-commerce landscape. It is critical for DTC businesses to build traction internationally to ensure success, and RPG stands out as a company that has been able to grow a loyal customer base across the US, Canada, and Europe by building consumer trust through quality products and supply chain innovation. “

Cuaca added, “We are excited to support RPG on the next leg of their growth and are looking forward to watching the brand expand their portfolio and grow in new markets across Southeast Asia.”

Montreal, Canada – Hivestack, a programmatic digital out of home (DOOH) ad tech company has announced a strategic global collaboration with Xandr, a data-enabled technology platform powering a global marketplace for premium advertising. 

Through the partnership, the Hivestack Supply Side Platform (SSP) will be integrated with Invest DSP, the company’s demand-side platform, allowing Xandr‘s advertisers to access Hivestack’s premium global DOOH inventory via RTB transactions via Open Exchange and Private Marketplace (PMP) deals.

Bruno Guerrero, COO of Hivestack, said that as the future of DOOH advertising continues to be redefined, their omnichannel DSP business partners are increasingly important to their mission.

“We are thrilled to announce this crucial global alliance with Xandr and look forward to collectively driving the DOOH industry further in terms of technology and innovation,” Guerrero said.

Dylan McBride, head of global partnerships at Xandr, commented “The growth we have seen for the DOOH channel is evidence of the exciting opportunity advertisers today have to leverage data, measurement and precision in their OOH advertising strategies. We are excited to announce our collaboration with Hivestack who have proven to be at the forefront of this innovation.”

The collaboration is said to launch immediately across key global markets.