Tag: Marketing

Singapore – Brewing company Heineken has launched a beauty cream inspired by its Heineken Silver beer in collaboration with creative agency LePub Singapore.

Making its debut on April 1, the limited-edition Heineken ‘Smootheriser’ launch incorporates humour, drawing inspiration from the smooth Heineken Silver. From beer, Heineken is taking its crisp and smooth formula to a beauty cream.

With its playful strategy, Heineken is hopping onto cultural trends, leveraging consumers’ preferences to engage with brands in unconventional ways. It aims to spark curiosity and conversation amongst consumers.

Moreover, its launch in Asia is tapping into the rising popularity of skincare and self-care in the market to engage more audiences.

“The Heineken Smootheriser is not just about jumping on the latest trends. It’s about Heineken’s move to blend humour, innovation and cultural relevance to create a memorable crossover that gets people talking whether they’re into beer, skincare, or both. After all, when something is as smooth as Heineken Silver, why stop at beer?” Nabil Nasser, global head of the Heineken Brand, said.

Stephan Schwarz, executive creative director at LePub Singapore, commented, “Heineken Silver is so velvety that we just had to take it beyond the pint, bottling that sensation in the most unexpected way to create something you can actually touch and experience. Barley and hops never felt so good.”

Philippines – Insurance company AIA Philippines has forged a partnership with educational free-to-air cable channel Knowledge Channel Foundation, Inc. (KCFI) to promote a healthy lifestyle for Filipino students.

Through the collaboration, AIA is extending its AIA Healthiest Schools (AHS) program to the public schools within KCFI’s network. It leverages KCFI’s reach and expertise in producing educational content to promote the well-being of students. 

The partnership will see KCFI developing and broadcasting educational materials on health for upper primary students. Throughout a series of 10-minute episodes, KCFI will tackle AHS topics such as healthy eating, active living, and mental well-being.

Each episode is set to address students’ physical and mental well-being, inspiring them to incorporate healthy habits into their lives.

AIA aims to make healthy living more accessible and inclusive to Filipinos. The move is aligned with its recently launched ‘Rethink Healthy’ campaign, which encourages individuals to redefine their approach to well-being.

The series will run on free-to-air television, cable, satellite, and online channels.

“We are thrilled to partner with AIA Philippines to bring the AIA Healthiest Schools program to more young Filipinos in the country,” Rina Lopez Bautista, KCFI president and executive director, said. 

“This partnership will enable us to create and deliver high-quality, holistic health educational content that will empower students to make informed choices about their overall well-being. We believe this initiative will contribute significantly to creating healthier generations,” Bautista added.

“The AIA Healthiest Schools program is designed to create a more inclusive environment that supports the health and well-being of students, in ways that are attainable, practical and sustainable for them,” Melissa Henson, AIA Philippines chief marketing officer, said. 

“By joining forces with Knowledge Channel Foundation, we’re amplifying the program’s impact and ensuring that its vital lessons reach a wider audience. We’re confident that this partnership will empower more students to take control of their health, well-being, and future,” Henson added.

Singapore – McDonald’s Singapore is promoting inclusivity through its islandwide ‘Buka Puasa’ breakfasts for underprivileged families from diverse cultures.

The event, held across McDonald’s restaurants in Singapore, brought together Muslim and non-Muslim families to forge cross-cultural connections amidst Ramadan. It also allowed individuals from different generations to bond, reflecting the importance of togetherness during Ramadan.

To host ‘Buka Puasa,’ McDonald’s Singapore teamed up with the Ministry of Social and Family Development’s ComLink+ initiative and Families for Life.

Families who participated received a specially curated Buka Puasa meal, which included McDonald’s Nasi Lemak Burger, Curry Chicken McNuggets, and Creamy Mushroom Double Cheeseburger.

The event also included a trivia session, allowing families to gain a deeper understanding of the tradition.

The event reinforces McDonald’s commitment to building a strong and united community through fostering inclusivity and meaningful experiences.

“By bringing families from different backgrounds and ethnicities together for the four Buka Puasa events, we’re heartened to do our part in fostering a strong sense of community and inclusivity. We’re honoured to continue our partnership with Families for Life and MSF’s ComLink+ initiative to bring joy and a memorable experience to our special guests,” Benjamin Boh, managing director of McDonald’s Singapore, said.

Singapore – Composite insurer Income Insurance has launched a drive-in comedy show for electric vehicle (EV) users in Singapore. The EV-only show aims to raise awareness of EV adoption.

The comedy show features Singaporean comedians Fadzri Rashid and Eugene Soh. Through a 70-minute stand-up comedy show, Rashid and Soh will address common misperceptions and concerns about EVs.

The move is part of Income Insurance’s effort to advance Singapore’s aim of 100% cleaner energy vehicles by 2040.

Income Insurance recently launched eDrivo, its car insurance tailored specifically for EVs. The eDrivo campaign also featured Rashid and Soh, poking fun at uninsured EV drivers.

Rashid, formerly known as Fakkah Fuzz, is known for his Netflix shows ‘Almost Banned’ and ‘Too Real.’ He recently released ‘So How?’ on YouTube.

Meanwhile, Soh has held performances worldwide, bringing authenticity and humour to the growing Singaporean comedy industry.

The comedy show was held at the Republic Boulevard Open Air Carpark on March 26 to 27, 2025. Income Insurance’s eDrivo customers with promo codes received a complimentary pass to the event.

Philippines – Media company Hepmil Philippines has appointed Joanna Chan Mojica as chairperson of the board to lead the company’s growth in the advertising industry.

Taking on the new role, Mojica is set to oversee and advance Hepmil’s vision to lead the Philippines’ digital advertising industry. She will report to Karl Mak, Hepmil Media Group’s CEO and work closely with Erwin Razon, Hepmil Philippines’ general manager.

Mojica is concurrently serving as president of AmplifAI Media Services and shareholder of Metropolis Evolving Media Solutions. She also held leadership roles at Unilab Inc., Dentsu Aegis Network Philippines, Starcom MediaVest Group, GroupM, MindShare and J. Walter Thompson.

Hepmil Philippines is a subsidiary of Hepmil Media Group in Singapore. It has worked with clients such as Jollibee, Unilever, Unilab, CDO, and Century Pacific Food.

Mojica commented, “The landscape of content and advertising is shifting—audiences crave authenticity, brands seek cultural relevance, and creators are at the forefront of this evolution. Hepmil Philippines is in a unique position to drive this transformation, bridging the gap between brands and creators in a way that is both strategic and impactful. I look forward to contributing to this journey, while also continuing to champion innovation across the broader media and marketing ecosystem.”

“Joanna brings unmatched expertise and a legacy of leadership to our team. Her strategic vision aligns perfectly with our mission to innovate and grow in this dynamic industry. With her steering the board, we’re poised to set new benchmarks for excellence,” Razon said.

Mak said, “Hepmil Philippines has been our group’s standout growth market since we entered as a startup in 2018 through PGAG. Joanna has been a mentor, advisor, and friend to us from day one, guiding our journey with her unparalleled insight.”

“With the introduction of Hepmil Creators Network and Hepmil’s Social Commerce offerings, we’ve achieved an impressive 70% CAGR over the past four years, partnering with iconic brands like Jollibee and Unilever, and top agencies like Publicis Groupe and GroupM. Securing an industry veteran of Joanna’s calibre as Chairperson is a strategic move—her values align seamlessly with Hepmil’s mission, and her leadership will have a profound impact in mentoring our young leaders as we drive the next chapter of growth in the Philippines’ digital advertising and creator economy,” Mak added.

Hepmil Philippines introduced its talent programmes, including its social commerce solutions and incubation programme, in 2023 to strengthen the creators under its network.

Singapore – Non-profit organisation Youthline is calling on Singaporeans to ‘wear a heart’ in its latest campaign, raising awareness and funds for its helpline and counselling services.

The nationwide movement invites Singaporeans to pledge their support through a temporary heart tattoo that symbolises solidarity, empathy, and hope.

Through the ‘Wear A Heart’ campaign, Youthline rallies support to sustain its free services to young people in need. The funds will help strengthen its support network and build Youthline Academy, an initiative to train other supporters in schools and communities.

All donors can get a temporary heart tattoo, which can help spark dialogue on youth mental health.

Youthline, launched in 2022, has experienced a surge in demand for its free services, signalling an increasing urgency regarding the crisis. The organisation aims to help young individuals navigate mental health challenges such as loneliness, depression, anxiety, self-harm, and suicidal ideation.

The ‘Wear A Heart’ campaign runs until June 2025.

Olympian Shanti Pereira, designer of the heart tattoo and campaign ambassador, commented, “My toughest race taught me that mental health support makes all the difference between setback and comeback. That’s why I designed this heart for Youthline — to remind youths that they are never alone. Make an immediate impact — donate at wearaheart.org, get your heart tattoo, and join our movement for youth mental health.”

“Mental health struggles can feel isolating, but no young person should have to go through it alone. As demand for our services grows, we’re working to expand our capacity and make sure support is always available. But real change starts with conversation. That’s why we created the heart tattoo, not just as a symbol of solidarity, but as a way to get people talking, to break the stigma, and to make mental health support more accessible for those who need it,” Dawn Pereira, head of partnerships at Youthline, said.

Paris, France – Media holding company Havas has appointed new executives to lead its global data and technology strategy. Dan Hagen and Jamie Seltzer are the new global chief data and technology officers for Havas and Havas Media Network, respectively.

In his promotion, Hagen is responsible for developing Havas’ AI-powered Converged strategy across the global holding company. The operating system aims to empower the group’s employees to work efficiently to deliver integrated solutions to its clients.

Additionally, he is set to spearhead Havas’ data, tech, governance, investments, and operational strategies across the company’s global units.

Prior to his appointment, Hagen held the same role at Havas Media Network. His experience spans 25 years in data and tech, including serving as the chief strategy officer at iProspect and Carat UK.

Seltzer succeeds Hagen, now responsible for developing the Converged media product for the growth of the network’s data capabilities. She is still overseeing CSA & Media Experience Analytics, which she most recently served as global executive vice president.

In her over two decades of experience, she has held roles at WPP and Publicis Groupe.

“Data and technology are the cornerstone of our Converged global strategy – giving our people the tools, insights, and means of collaboration to supercharge our positive impact for clients. With his experience developing the Media Network’s award-winning audience planning platform, and his collaborative work with partners to develop industry-leading data and insight capabilities, Dan is ideally suited to chart a powerful data and tech future that delivers for our people and clients,” Yannick Bolloré, CEO and chairman at Havas, said.

“Clients are demanding future-forward agency partners who are data-led and outcome-driven; Jamie has been critical to ensuring Havas Media Network is positioned to deliver on that promise. We look forward to seeing Dan and Jamie’s continued collaboration across the entire Havas ecosystem to accelerate the group’s broader Converged strategy and data and tech ambitions,” Peter Mears, global CEO at Havas Media Network, said.

Singapore – Jon Tan, OrangeTee & Tie’s senior vice president of brand, communication and partnerships, has announced his departure from the company, citing his pursuit of new leadership opportunities where he can drive transformation.

In an exclusive with MARKETECH APAC, Jon revealed that the decision to exit OrangeTee stems from his desire to expand his skills in the marketing industry while exploring new opportunities.

“I’m driven by the desire to make a significant impact, and I felt it was the right time to pursue new experiences that would allow me to grow professionally and take on more strategic responsibilities,” Jon said.

Spearheading OrangeTee & Tie’s merger

Jon, who played a key role in the company’s recent merger with real estate consultancy firm ETC and brand refresh, cited it as a career-defining moment in a LinkedIn post. However, he shared that he experienced challenges in ensuring alignment across stakeholders to ensure a seamless transition.

“Another challenge was distilling the company’s existing DNA into a refreshed yet timeless identity that resonated deeply with all parties. We needed to ensure that the brand refresh not only reflected our aspirations for growth but also maintained our unique corporate culture, particularly the ‘kampung spirit’ of community and collaboration,” Jon shared.

Nonetheless, he found the triumphs “incredibly rewarding” in the end, solidifying the agency’s distinct position in the market.

“One of the biggest wins was the overwhelmingly positive reception from our stakeholders. Our Brand Sentiment Survey revealed a 97.6% alignment with our updated Vision, Mission, and Core Values—an impressive figure for any brand refresh exercise. This showed that our thoughtful efforts had successfully created a brand identity that our people could connect with and champion,” he said.

He added, “By leveraging our unique name, iconic orange colour, and modern, dynamic visual identity, we have reinforced our presence in the marketplace. More than just a cosmetic change, this refresh has reignited a sense of purpose within our organisation, empowering our people to embody our values in their daily actions and interactions.”

Reflections on his achievements at OrangeTee & Tie

In his nearly two-year stint at OrangeTee, Jon named the ‘Home Expo 2024’ as the project he is most proud of. The landmark event, which gathered homeowners, buyers, industry experts, and exhibitors, reinforced the company’s commitment to being a trusted real estate advisory.

“Unlike traditional real estate events, this was not just about property transactions—it was about fostering meaningful connections, educating the public, and helping individuals see real estate not just as a financial asset, but as a critical part of their lifestyle and future planning,” Jon explained.

He expressed pride in receiving positive responses from attendees and how it reinforced the company’s new positioning as a consumer-first and knowledge-driven real estate platform.

“Beyond the numbers, the real success of the Home Expo was seeing how it empowered attendees—whether a young professional planning for their first home, an investor exploring new opportunities, or a homeowner looking to upgrade,” he said.

“This project truly encapsulated everything we stand for at OrangeTee—innovation, expertise, and a deep-rooted commitment to our customers—making it one of my proudest achievements to date,” he added.

The event reflected OrangeTee’s new brand vision, which focuses on making the company consumer-centric, shifting from a corporate identity. The brand refresh signalled a more engagement-driven approach for the company to resonate with customers.

“This shift—from traditional marketing to authentic conversations and education-first engagement—has strengthened our credibility and positioned OrangeTee as more than just a real estate agency. We’re now a trusted partner in the property journey, making real estate more accessible, understandable, and meaningful for everyone,” he shared.

Venturing to new prospects

After his achievements at OrangeTee, Jon said he had reached his “pivotal moment” at the company. Having done so, he is looking to find a breakthrough in the next stage of his career.

“While I’m proud of everything we achieved at OrangeTee, I’m now exploring ways to leverage my experience in brand strategy and communication, digital and growth marketing, and stakeholder engagement and partnership in a broader context. One of my key focuses is on helping organisations build strong, authentic brands that resonate with their audiences and drive sustainable growth,” he said.

Moving forward, Jon is looking to drive transformation and innovation through potential leadership roles. In particular, he is looking to leverage his expertise in branding, marketing, and communication.

“Whether it’s in expanding a brand’s reach, creating new consumer-focused experiences, or shaping business strategies, I’m looking forward to building something impactful and truly fulfilling in the next phase of my career.”

Thailand – PepsiCo has unveiled its new brand platform, shifting from traditional brand statements to authentic consumer reactions—letting people see great taste in action rather than just hearing about it.

Titled ‘You Can’t Hide Great Taste,’ the campaign introduces Pepsi’s new visual cue, the “Taste Face”—the instinctive, unfiltered reaction to bold flavour. A subtle head tilt, widened eyes, or a moment of surprise captures the genuine enjoyment of great taste.

Focusing on real consumer reactions, the campaign moves beyond scripted messages to showcase taste as a shared, authentic experience. Designed for a social-first audience, it highlights spontaneous moments of delight, letting genuine expressions speak louder than traditional marketing.

Usman Shahid, marketing director for Carbonated Soft Drinks at PepsiCo Asia Business Unit, said, “With our ‘You Can’t Hide Great Taste’ campaign, we’re capturing the raw, unfiltered reactions of people experiencing Pepsi’s bold and refreshing taste. Great taste speaks for itself—there’s no faking that moment of pure enjoyment. This campaign is all about celebrating that authenticity and reminding everyone why Pepsi continues to be the ultimate cola choice.”

Launched in March, the platform began rolling out in Vietnam and will expand to Thailand, Laos, Korea, the Philippines, and Malaysia. Pepsi is also partnering with popular eateries and food brands across the region, encouraging consumers to share their own taste experiences as part of a broader engagement strategy.

Masud Anwar, senior marketing manager of Pepsi for the Asia Business Unit, shared, “Every food and beverage brand talks about taste, but no one has captured what it actually looks like. In a category where everyone makes claims, we decided to let consumers do the talking — or rather, the expressing. With You Can’t Hide Great Taste, we’re not just making a statement — we’re creating a long-term cultural imprint that makes Pepsi synonymous with authentic, undeniable enjoyment.”

You Can’t Hide Great Taste is designed as a long-term platform that will evolve with Pepsi’s future product launches. Through ongoing content, collaborations, and innovations, it aims to keep Pepsi’s taste experience relevant and engaging for consumers.

“With You Can’t Hide Great Taste, we’re not just talking about flavour—we’re bringing it to life in a way that’s bold, unfiltered, and unmistakably Pepsi,” stated Bernard Cheng, CMO at PepsiCo Asia Beverage.

Cheng continued, “This platform is about celebrating real, visceral reactions to great taste and cementing Pepsi’s place at the heart of culture. As we continue to innovate and expand across the region, this campaign will evolve with us, ensuring that Pepsi remains the go-to choice for consumers who crave authenticity and enjoyment.”

Singapore – Mandai Wildlife Group is calling on parkgoers to choose their wildlife adventure in its latest global campaign with creative agency TBWA\Singapore.

The ‘Choose Your Wild’ campaign is part of Mandai Wildlife Group’s Rainforest Wild ASIA debut, the fifth wildlife park in Singapore. The new park within Mandai Wildlife Reserve opened on March 12, 2025.

At the heart of the campaign is a game-inspired three-part film series following different characters as they explore the rainforest in their own adventuring styles. It draws on how parkgoers can personalise their adventures at the Rainforest Wild ASIA.

The campaign runs across Singapore, Korea, Australia, Japan, China, and India.

‘Choose Your Wild’ marks TBWA\Singapore’s first campaign with Mandai Wildlife Group following its appointment as creative agency of record.

Rainforest Wild ASIA is home to various animals including Malayan tigers, Francois’ langurs, and Malayan sun bears among others. Guests can enjoy trolling around the park or take part in different activities in the rainforest.

“We had a wild time putting this campaign together to launch Asia’s first adventure-based zoological park,” Loo Yong Ping, executive creative director of TBWA\Singapore, said.

“Shooting in Rainforest Wild ASIA transported me to some far away wild place. It brought out the explorer in me,” Roslee Yusof, film director of Freeflow Productions, commented.

“Rainforest Wild ASIA is unlike a typical zoo experience, and our Choose Your Wild campaign embodies this bold reimagining. We are excited to launch this marketing campaign with TBWA\, bringing the adventure and spirit of the park to life,” Sandy Lee, vice president of marketing at Mandai Wildlife Group, said.