Launching an FMCG product across three markets in three weeks is no small feat. When Häagen-Dazs came to Mad Hat Asia to launch their limited-edition Emily in Paris range across Singapore, Malaysia and Thailand, the brief was clear: make it feel like fashion, not just ice cream, and do it simultaneously across three distinct media landscapes.
With tight timelines and strict global guidelines from Paramount, Netflix and Häagen-Dazs we built a campaign that worked as hard regionally as it did locally. We repositioned Häagen-Dazs within the fashion and lifestyle space through a tri-market watch party for top-tier media and creators, bespoke creative product drops, and a tiered consumer goods KOL strategy designed to drive social buzz and earned coverage across all three markets.
The campaign significantly exceeded targets across the board. Singapore delivered SGD 432,275 in PR value, Malaysia RM 1,444,721.50, and Thailand THB 5,560,632. Three physical events drew 80 attendees with a 98% attendance rate — proof that when FMCG marketing is done right, it doesn't just sell product, it builds brand equity.
Planning a regional FMCG launch and want results that actually move the needle? Let's talk at hatters@madhat.asia
To celebrate Global Handwashing Day (GHD) on 15 October 2020, Lifebuoy launched a ‘High 5 for handwashing’ campaign. High 5 for Handwashing unites supporters of health to champion the adoption of good hygiene habits such as handwashing with soap.
One of the most coveted and best-selling of all the Cadbury Caramilk chocolate was set to launch in Singapore, after just a few short months off shelves in other countries.
By bringing together two of Malaysia’s favourite snacks into one delicious chocolate bar, Cadbury Dairy Milk invites chocolate fans everywhere to indulge in this new combination that’s better together and special in its own way.
#MoveItWithRexona is an initiative that was sparked during MCO in line with the brand’s global direction to #MoveMoreAtHome.
We worked with Malaysia’s most prolific fitness instructors, Nana Al Haleq and Faiz Ariffin who curated a series of 10 minutes workout routines that helped Malaysians to get up on their feet and #MoveMoreAtHome with Rexona.
In conjunction with the launch of Magnum Macadamia Salted Caramel in Malaysia, Magnum has teamed up with three local M-bassadors – Amelia Henderson, Azira Shafinaz and Kittie Yiyi – to bring true pleasure to life in the form of a majestic Magnum Mansion.
The success of Jom Cadbury in 2018 resulted in the decision to introduce a second limited-edition flavour - Cadbury Dairy Milk Durian in 2019 and the opportunity to launch the campaign was even bigger and better than before.
Parents want the best for their kids simply because of love, making Cadbury a trusted, quality product and the perfect brand for parents to show their affection. With this in mind, we came up with an overarching campaign titled #CadburyWithLove and created various platforms to bring this concept to life, aimed at cultivating the parent to child bond.
Amazin’ Graze is a local snack startup that creates snacks that are natural, tasty, locally inspired and cost-effective. With a firm belief that you are what you eat, the brand understand that good food is a key ingredient to living an impactful & happy life.
The launch of Cadbury Dairy Milk Oreo in Malaysia! Two of Malaysia’s most loved brands, CADBURY DAIRY MILK and OREO combined together to give us the new Cadbury Dairy Milk Oreo premium chocolate.
What does Cadbury and the Premier League have in common you may ask? Well, for one thing, they both spark joy! Cadbury, the world’s best-selling confectionery brand under Mondelēz International, and leading football authority the Premier League, recently extended their partnership to Malaysia, the first country outside of the UK to do so (go Malaysia!).
