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