Tag: Marketing Campaign

Vietnam – Suntory PepsiCo’s Mirinda has launched a new online-to-offline (O2O) Tet campaign alongside Dentsu Creative Vietnam, placing a refreshing view on festive joy with a deeper purpose. The campaign–titled ‘Vui tụ Tết, Kết tình thân’ (Playful Tết gatherings that bonds families together), focuses on the value of family bonding during these festivities.

For years, Mirinda has been synonymous with youthful energy and humour, but over time, it has become perceived as a brand for teenagers, making it challenging to connect with young adults. Mirinda needed to evolve its identity, where being an icon of playfulness is not just about games or entertainment, but about unlocking life’s possibilities, bringing people closer, and spreading joy.

The Tet 2025 campaign serves as a pivotal moment in this transformation, reinforcing Mirinda as a cultural icon of playfulness that brings people together beyond just entertainment.

Tapping into cultural insights from South Vietnam, particularly the Mekong Delta, where Mirinda is a well-loved brand connected to the local community, Dentsu Creative Vietnam uncovered that the magic of Tet has faded for many young people. 

While they may return home for Tet, they often remain distracted by their digital lives, leading to a disconnect between generations. Yet, in a culture that thrives on togetherness, families connect best through playful activities, a spark that creates laughter, joy, lasting memories, and Mirinda is the catalyst for connection.

Moreover, The experiential campaign was executed through a dynamic O2O strategy in collaboration with Quang Hùng MasterD, a prominent Vietnamese singer-songwriter, bringing Mirinda’s playful spirit to life across multiple touchpoints:

  • A thematic key visual (KV) and television commercial (TVC) aired on OOH and social platforms.
  • A series of interactive mini-games on Facebook and an engaging filter on TikTok to enhance digital engagement.
  • A first-of-its-kind Playground activation in the Mekong Delta on New Year’s Eve, designed to foster in-person connections.
  • A special gifting package to further integrate the campaign into traditional Tet gifting culture.
  • Comprehensive in-store activations at leading retail chains such as Go!, Co.opmart, Circle K, and GS25, ensuring high visibility and participation.

Huynh Thanh Nhan, marketing manager at Mirinda, said, “At Mirinda, we understand that staying relevant means evolving with our audience, especially on a significant holiday like Tet. With Dentsu Creative Vietnam, we embraced the challenge of redefining playfulness—not just as fun, but as a force that fosters real connections. The team brought this vision to life by turning cultural insights into an engaging, impactful campaign that remains deeply relatable to our consumers. Through this, we hope to inspire families to rediscover the joy of togetherness in a way that feels fresh, meaningful, and true to the spirit of Tet.”

Meanwhile, Juan Miguel Abril, senior creative director at Dentsu Creative Vietnam, commented, “Tet is more than just a celebration—it’s a moment of deep emotional connection for families. Our team was passionate about crafting a campaign that not only captures the festive spirit but also resonates with the cultural nuances of the Mekong Delta. By blending creativity with meaningful insights, we’ve transformed playfulness into a bridge that brings generations together, making Tet more joyful and memorable.”

Kuala Lumpur, Malaysia – Nando’s Malaysia and Singapore, in partnership with Mediabrands Content Studio (MBCS), have launched a social-led campaign for the month of Ramadan.

Titled ‘Nando’s Pick-Up Line’, the campaign leverages the cultural phenomenon of playful pick-up lines prevalent in Malaysia and Singapore during the holy month, transforming the double meaning of ‘pick-up line’ – being both a flirtatious remark and the convenience of pre-ordering – into a fun and engaging marketing strategy.

The campaign features weekly videos showcasing light-hearted “pick-up line battles”, with cheeky depictions of typical flirtatious exchanges that unexpectedly culminate with Nando’s Pick-Up service emerging as the ultimate winner, highlighting its convenience and efficiency. 

In addition, a contest in the search for the hottest and juiciest Raya pick-up lines will run between 20 – 27 March in Malaysia and Singapore, and winners will stand a chance to win a Nando’s Family Platter for 4.

Shariar Ab Ghafar, creative director of MBCS said, “Ramadan presents significant opportunities for brands to truly understand the real cultural nuances behind the scenes. In Singapore and Malaysia for example, playful pick-up lines have become a cultural staple during Ramadan, filling social feeds as a fun way to pass the time before iftar. 

The team thought, what if we took the double meaning of a ‘pick-up line’ and turned it into a campaign? At once a smooth-talking flirt and the convenience of ordering ahead. After all, some pick-up lines work, and some don’t. But one line works every time – a Nando’s Pick-Up. Nando’s has always been in this space of playfulness and the team has enjoyed having some fun with this campaign. After all, who doesn’t love a good pick up?”

Kuala Lumpur, Malaysia – Shell Malaysia has once again partnered with GrowthOps Asia to expand the much-loved Roger Hensem universe, launching four brand-new ‘quests’ that bring fresh adventures and even more surprises to Malaysian drivers. 

Starring renowned actor Datuk Remy Ishak, the campaign continues to hero Shell FuelSave’s promise — now extended beyond Shell FuelSave 95 to include the New + Improved FuelSave Diesel.

Building on the success of last year’s Shell FuelSave “Kembara Lebih Jauh” campaign, this year’s adventure kicked off with a teaser trailer on 8 March, setting the stage for a series of light-hearted, family-friendly escapades that showcase both the emotional and practical benefits of Shell FuelSave.

Episode 1, launched on 15th March, features Roger and his family heading out on an unexpected makan trip in their trusty Suzuki Jimny — proving that every journey can take you further with Shell FuelSave 95. 

Meanwhile, Episode 2, launched on 22 March, puts a festive spin on the series as the Hensem family unexpectedly wins a Ford Ranger — one of two grand prizes, alongside many more, that Shell customers stand a chance to win during the Hari Raya season when purchasing a minimum of RM50 of Shell FuelSave 95, New + Improved Shell FuelSave Diesel, as well as Shell V-Power 97 and Shell V-Power Racing, or purchasing items worth a minimum of RM10 in Shell Select.

The series will continue on 2 April, featuring an off-road father-daughter adventure powered by the New + Improved FuelSave Diesel, highlighting the emotional benefit drivers can get with the product’s ability to deliver up to 19KM more per tank. 

The final installment will offer a surprising twist, revealing Roger’s job, while connecting directly to Shell Fleet Solutions — demonstrating that whether for family, work, or fun, Shell FuelSave helps Malaysians go further. 

Said campaign is rolling out as a fully integrated effort through the year across TV, cinema, OTT, radio, outdoor, digital, social media, in-store, and more, ensuring Malaysians engage with Roger and his family across every platform.

Seow Lee Ming, general manager at Shell Mobility & Convenience Malaysia, said, “With the return of Roger Hensem, we wanted to take the adventure even further — quite literally — by introducing new quests and more ways for Malaysians to enjoy the benefits of Shell FuelSave. It’s our way of showing that Shell is always there for Malaysians, whether they’re commuting to work, heading home for Raya, or exploring new destinations.”

Meanwhile, Adzam Bahrin, regional creative director at GrowthOps Asia, commented, “Bringing back Roger Hensem is more than just a creative choice — it’s a strategic one. Research from the IPA shows that consistent, memorable characters drive stronger long-term brand impact. By expanding the Roger Hensem universe, we’re building on a proven asset, while adding fresh layers to keep audiences engaged and entertained.”

Following the success of the original Shell FuelSave ‘Kembara Lebih Juah’ campaign last year and subsequent loyalty campaigns like “Power Up” or “Always Better with Shell App”, this new chapter reflects Shell and GrowthOps’ ongoing commitment to creating high-impact, memorable campaigns that resonate with Malaysians. 

Kuala Lumpur, Malaysia – With Hari Raya/Eid al-Fitri being a time of renewal, reflection, and celebration, Guardian Malaysia and creative agency FCB SHOUT invite Malaysians to embrace their own journey of self-care and transformation, not just for the occasion but for their overall well-being via their latest campaign, ‘Serlahkan peRAYAanmu dengan guardian’ (Own Your Raya Celebrations with guardian).

At the heart of the campaign is an inspiring brand film featuring singer and actress, Alyssa Dezek, which captures the efforts that Malaysians go through leading up to the festive season – from enhancing their beauty routines to prioritising well-being. It’s about confidence, self-care, and the dedication to becoming one’s best self for this Raya celebration.

The campaign officially launched on March 6, 2025, at Pokok KL Lalaport in an event that featured brand partners and renowned fashion design duo – Fiziwoo. The event explored the many ways Malaysians prepare for Raya, from beauty and fashion to health and self-care. Alongside the brand film, the campaign includes limited-edition green packets, in-store and online promotions, mall activations, and digital content across multiple platforms.

The ‘Serlahkan PeRAYAanmu dengan guardian’ campaign is part of guardian’s new ‘Own Your Beautiful’ brand campaign, also created by FCB SHOUT which underscores that beauty and wellness go hand in hand with process and dedication. The brand campaign launched in Q4 2024.

Anna Ng, marketing director of guardian Malaysia said “Hari Raya is more than just a celebration—it’s a time for renewal, reflection, and self-care. At guardian, we understand that looking and feeling one’s best is an important part of the festive preparations. That’s why ‘Serlahkan peRAYAanmu dengan guardian’ is a natural extension of our ‘Own Your Beautiful’ brand campaign—encouraging Malaysians to embrace self-care not just for the occasion, but as a continuous journey towards confidence and well-being.”

She added, “With guardian Malaysia’s extensive range of beauty, skincare, and wellness products, everyone can prepare for Raya in their own ways that go beyond the surface—whether it’s achieving glowing skin, a refreshed look, or simply feeling their healthiest.”

Meanwhile, Syahriza Badron, managing director at FCB SHOUT, commented, “For me, Hari Raya is about reconnecting—with family, friends, and myself. The journey to looking and feeling our best isn’t about appearances; it’s about self-care, confidence, and embracing who we are. That’s what makes celebrating Raya so special, and I love how this campaign highlights that personal journey.”

Australia – With the arrival of the Hot Honey Sauce on the menu of Macca’s, the global fast-food chain has launched a new distinct and delicious campaign as well as a t-shirt collab to encourage Aussies to ‘embrace the drip’.

Drawing on the modern cultural meaning of ‘drip’—which refers to stylish clothing—while also playing on its literal connection to the gooey Hot Honey sauce, Macca’s has partnered with the hottest Australian streetwear brand Culture Kings, to create a Hot Honey range inspired tee. Fans can buy the tees at Culture Kings Melbourne and online from Wednesday 19 March until they sell out, at which point the only way to get the custom drip is by ordering Hot Honey via the MyMacca’s app. 

It kicked off on Monday 17 March, when the collab was announced to fans along with a teaser to build hype, with Macca’s and Culture Kings dripping out their Instagram feeds, in the Hozier Lane store in Melbourne, and digital out-of-home placements. 

The fully integrated campaign–done alongside DDB Sydney–now hits screens, billboards, social feeds and more from today. With a sneaker drop-style launch event on Saturday 22 March at Culture Kings’ flagship store in Hozier Lane, fans can customise their t-shirt to make their drip even more one-of-a-kind. 

Amanda Nakad, marketing director of menu and brand for McDonald’s Australia, said, “You asked. We listened. Macca’s has seen more and more demand for chicken and we are always looking for ways to grow our range, so we can continue offering our customers even more choice when it comes to chicken. 

She added, “Macca’s runs have never been sweeter and we know when a new range drops, you and your crew are on your way. Our new Hot Honey range is a little sweet and a little sticky but will have you willing to risk it all, so our advice is – embrace the drip.” 

Meanwhile, Jack Nunn, Creative Partner at DDB Sydney, commented, “We borrowed from sneaker drop culture in how the campaign shows up and feels. It’s exciting and really fresh. Plus, I’m pretty keen to see Grimace rock one of the tees, I reckon he could pull it off.”

Kuala Lumpur, Malaysia – Astro Malaysia has recently released a heartwarming Raya brand film highlighting the richness of Malaysia’s diverse Raya traditions. As part of Astro’s Raya 2025 campaign ‘Meriah Lain Macam,’ the film explores the various unique ways Malaysians celebrate Raya; from traditional dishes to the significance of Baju Raya (attire for Raya), emphasising the beauty of embracing all these different customs.

The campaign, done alongside Talon Creative, highlights how Malaysia is often hailed as a melting pot of cultures and traditions. Similarly, when it comes to Raya, there’s a world of unique celebrations just waiting to be experienced; tapestries of unique Raya customs and traditions beyond the familiar go-tos, waiting to be shared. 

The film, starring Ellie Suriaty Omar, Mierul Aiman, Azri Safix, and Evertts Gomes, tells the story of Jumaah and her family bridging the gap between cherished customs and new traditions. 

It also showcases the diversity of Malaysian Raya celebrations with humour and emotion. The film reminds us that no matter how we celebrate, togetherness and tradition are what make each family’s Raya celebration special.

Benjamin Woo, head of group marketing at Astro, shared, “Astro recognises that Raya traditions, like families, are beautifully diverse. Yet, at their heart, they share a universal language: the language of love, connection, and cherished memories. This film celebrates how these traditions, unique as they may be, are the threads that weave families together, strengthening the bonds that truly matter. At Astro, we are committed to forging these moments of connection, bringing families closer through the shared experiences that define Raya.”

Meanwhile, Gavin Teoh, managing director of Talon Creative, expressed, “The essence of togetherness truly comes to life in our Raya film through the power of Astro’s talent and iconic IPs. Talon has always championed entertainment in campaigns that connect with audiences, and with Meriah Lain Macam we’ve created a campaign that feels both relevant and deeply meaningful for this festive season.”

Hyrul Anuar, director at Directors Think Tank, said, “We wanted to bring an authentic and emotional perspective to this film—one that truly reflects the unique Raya stories that exist within Malaysian families. The goal was to make viewers feel seen and resonate with the essence of these traditions.”

Lastly, Erman Basiron, creative director of Talon Creative, stated, “Crafting this film was about celebrating the different ways Malaysians mark Raya while staying true to the heart of the celebration. We aimed to create something that feels relevant, honoring both tradition and progress.”

Astro continues to celebrate Malaysia’s multicultural spirit and the joy of togetherness during the festive season. The Meriah Lain Macam campaign continues with Pesta Meriah Lain Macam, a star-studded Raya event celebrating togetherness in all its forms and on screens, Astro offers over 160 Raya content so there’s something for everyone in the family. 

Kuala Lumpur, Malaysia – Tropicana Twister, in a new Raya campaign from The Shout Group, is on a mission to inspire Malaysians to multiply kindness through its ‘Gandakan Kebaikan Bersama Tropicana Twister’ (Double Your Goodness with Tropicana Twister) campaign. This initiative was conceived to spread joy through simple yet impactful acts of kindness and generosity.

At the heart of this campaign is the belief that even the smallest act of kindness can create a ripple effect, bringing people closer together and uplifting those in need. From 7 March to 30 April 2025, Tropicana Twister via an innovative Messenger Chatbot allows participants to journal and share their good deeds. 

With each pledge of kindness, digital oranges are collected, and for every ten oranges, Tropicana Twister, in partnership with local NGOs Kechara Soup Kitchen and The Lost Food Project, will provide a care package to an underprivileged family—turning goodwill into meaningful impact. 

To make participation even more rewarding, consumers who purchase a minimum of RM10 worth of Tropicana Twister during the campaign period and share their acts of kindness via the Messenger Chatbot will stand a chance to win additional rewards.

Moreover, the campaign engages Malaysians through multiple touchpoints, including an interactive messenger chatbot that allows users to log acts of kindness. It is further amplified through on-ground activations, influencer collaborations, and social media engagement. 

Additionally, a series of video content—featuring various acts of kindness—helps drive emotional engagement and inspire participation, ensuring widespread awareness and impact this Ramadan and Raya season.

Jennifer Lee, head of marketing at Tropicana in Malaysia, said, “Ramadan and Raya are a time of togetherness and generosity, and with ‘Gandakan Kebaikan’, we hope to inspire Malaysians to give from the heart. Whether through small gestures or bigger contributions, every act of kindness has the power to make a difference. With this initiative, we also want to show how Tropicana Twister can spark these moments of giving, bringing people closer through the spirit of sharing.”

Meanwhile, Syahriza Badron, managing director at The Shout Group, added, “The beauty of this campaign lies in its simplicity—kindness is contagious, and through an engaging digital experience, we’re making it easier for people to take part in a movement that celebrates and amplifies goodness.”

Auckland, New Zealand – New Zealand has a legacy of incredible female athletes, but women’s sport still doesn’t get the recognition or support it deserves. Less media coverage, lower funding, and fewer resources mean that at a grassroots level, girls are twice as likely as boys to drop out of sports. 

This year, 2degrees is scaling up its sponsorship of women’s sport as part of its ‘Fighting for Fair’ commitment. Off the back of the revolutionary Aupiki TikTok final in 2024, TBWA developed the SupportHER Club, designed to champion women and girls in sports at every level and encourage young women to stay in the game. 

At the heart of the campaign is an emotional, powerful AV piece that captures a young girl’s first-day playing team sport. The poignant story highlights the importance of belonging, growing, and creating strong, supportive communities. It’s a reminder that sport isn’t just about winning, it’s about inspiring the next generation to build confidence, resilience, and lifelong friendships. Rugby star, Katelyn Vaha’akolo provides the voice over. 

The SupportHER Club will be a go-to hub for information on 2degrees’ sponsorships and partnerships with women’s sports teams and organisations. It will also offer practical tools for those playing a role in shaping the future of women’s sport, whether they’re coaching, cheering from the sidelines, or leading the next generation of female athletes.

The campaign will hit screens and streets throughout March, rolling out across TV, VOD, digital, social media, and OOH advertising to ensure the message reaches and inspires as many people as possible.

Anna Gorman, senior sponsorship & community manager at 2degrees, said, “At 2degrees, we believe fairness should extend to every aspect of life – including sport. Women’s sport deserves equal recognition, support, and investment, and the SupportHER Club is about taking real action to drive change. By backing women and girls at every level, we’re helping to create a future where talent, passion, and dedication are what matter most – not gender.”

Meanwhile, Shane Bradnick, chief creative officer at TBWA\NZ, commented, “This campaign is designed to flip the script and give women and girls in sport the backing they need to thrive. Sport is so much more than competition. It’s about finding your people, growing your confidence, and experiencing the pure joy of the game. With the SupportHER Club, we see this as a rich territory to ensure every girl feels they have that chance.”

Kuala Lumpur, Malaysia – MR D.I.Y. is making celebrations extra meaningful with its latest festive campaign, ‘Raya Penuh Makna’. Designed to bring Malaysians together, this initiative is all about unity, gratitude, and creating unforgettable moments with loved ones.

To add to the excitement, MR D.I.Y. is teaming up with popular local actor Syafiq Kyle, who makes a special cameo in the retailer’s web film as a seller of banana fritters, cakes and milkshakes. The campaign’s five-minute web film takes a heartwarming yet humorous look at the true essence of Hari Raya Aidilfitri. 

The story follows Diyanna, who is determined to fit into her favourite baju Raya by resisting the temptation of her beloved treats. But when her grandmother reminds her that Hari Raya is about gratitude, togetherness, and memories – not just appearances, will she embrace the true joy of the celebration?

Sharing his thoughts on the campaign, Alex Goh, vice president of marketing at MR D.I.Y., said, “Hari Raya is a time for forgiveness, unity, and cherishing moments with our loved ones. We want to encourage Malaysians to set aside differences and embrace the true meaning of the celebration – strengthening bonds, sharing joy, and creating lasting memories. Barulah Raya Penuh Makna.”

He added, “Our goal is simple – to help everyone enjoy a meaningful Hari Raya Puasa. Whether it’s through our wide range of festive essentials at “Always Low Prices”, exciting promotions, an exclusive web film, or fun-filled content, we want to deliver great value and make every celebration special.  After all, the best experiences in life are priceless.”

In addition, MR D.I.Y. will be hosting a one-day on-ground activation around Bukit Bintang on March 16 as part of the ‘Raya Penuh Makna’ campaign, keeping MR D.I.Y. top-of-mind for both everyday needs and Raya preparations. The event will feature engaging games with grand prizes, larger-than-life product displays, and exclusive limited-edition collectables.

To make this Hari Raya even more special, MR D.I.Y. is offering over 80 festive home essentials at selected stores nationwide. Shoppers can find everything from Hari Raya torches (pelita raya) and hanging decorations to LED lights, tablecloths, curtains, cushions, dinnerware, shopping bags, green packets, and even fashion accessories. Plus, there are also up to 30% discounts on cleaning supplies, assorted snacks, and drinks.

Lastly, to add to the celebrations, customers will receive a complimentary set of four Duit Raya green packets with every purchase at MR D.I.Y. stores nationwide, while stocks last.

Australia – The Australian Olive Oil Association (AOOA) is back with its bold, ambitious marketing campaign inspiring Aussies to transform everyday dishes with a drizzle of olive oil.

The ‘Get Drizzling’ campaign builds on the success of the 2023 launch and doubles down on the transformative power of olive oil when drizzled generously to finish a dish.

Moreover, the multi-year campaign is based on driving real action in kitchens across Australia and showing how olive oil can transform a dish – taking it from ‘Blah’ to ‘Ahhh!’

For this year, the campaign features a diverse lineup of influential tastemakers, led by Khanh Ong, alongside Stephanie Feher, Sophie Rindfleish, Mel Melbourne, Kayla La Manna, Malissa Fedele, Daniel Lamble and Lucy Rosenberg. The foodies demonstrate how finishing a dish with olive oil can turn the everyday into something extraordinary.

Ultimately the objective is to increase the consumption of olive oil in Australia. The Association has estimated that if 50% of Australians drizzle just 10ml of olive oil a day to finish to finish a dish, this would represent over 47 million litres of increased consumption a year, practically doubling the Australian market. Importantly, this also means more Australians making a healthier and tastier choice when it comes to cooking.

David Valmorbida, president at AOOA, said, “Olive oil is one of the world’s best flavour enhancers, yet many Australians use it only for dressing salads or dipping bread. ‘Get Drizzling’ encourages people to embrace olive oil as the ultimate finishing touch. It shows how a drizzle of olive oil, just before serving, delivers flavour, texture, and aroma and can completely transform a dish. The campaign celebrates olive oil in a focused way that’s inspirational, joyful and easy to understand. It’s a direct invitation to pick up the olive oil bottle and get drizzling.”

He also added, “Last year olive oil prices hit a record high and we saw consumers leave the category because of cost of living pressures. This year, we’re seeing the price come down so it’s the perfect time to promote olive oil and remind consumers about the flavour olive oil delivers, with just a drizzle. The AOOA is proud to provide leadership and drive a fresh approach to marketing olive oil. The timing is crucial to support the rebound of the olive oil category and further growth beyond that.”