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
At Mad Hat Asia, we believe in making important messages resonate, and our “Swish & Makan” campaign for LISTERINE® was a shining example. This initiative successfully educated the public on vital oral health while culminating in a record-breaking achievement that captured national attention.
The Brief: Educating for Better Oral Health
Our core objective for the LISTERINE® “Swish & Makan” campaign was twofold:
To educate the audience on the importance of oral health care.
To drive in-store purchases of LISTERINE® products at our retail partner, Watsons.
Our Strategy: Engaging All Ages for a Healthy Smile
We designed a comprehensive strategy to engage both adults and children. The heart of our campaign was a record-breaking simultaneous swishing event held across two schools and the DeWan 1958 by Chef Wan venue.
Students were actively involved through engaging health talks and the introduction of the newly launched LISTERINE® Kids’ variant. Participants enjoyed interactive booths and further health discussions. To ensure maximum reach and participation, the entire event was live-streamed, and supported by strong media coverage and social content to amplify our achievement.
Bringing It to Life: A Multi-Channel Approach
To ensure the “Swish & Makan” campaign made a lasting impact, we executed a strategic blend of activities:
Creative Drops: Engaging and informative kits distributed to key audiences.
Press Release: Strategic communications to garner widespread media attention.
Event Activation: The core live event bringing the campaign to life with direct audience engagement.
Social Media: Leveraging digital platforms to extend reach, build buzz, and encourage participation.
What We Achieved: Record-Breaking & Award-Winning Success!
The LISTERINE® “Swish & Makan” campaign delivered impressive results, not only in terms of awareness and engagement but also by securing a national record and earning prestigious recognition:
BROKE THE MALAYSIA BOOK OF RECORDS: We set a new record with 2,382 participants simultaneously swishing LISTERINE® for 30 seconds! This remarkable feat created a memorable and newsworthy moment for the brand.
AWARD-WINNING CAMPAIGN: This campaign also recently won 2 PR awards:
Best PR Campaign: FMCG (GOLD)
Best Use of Virtual & Hybrid Event (SILVER)
Beyond these accolades, the campaign generated significant impact:
RM 1,770,953 in PR Value
783,385 Estimated Impressions (This number indicates a strong reach/impressions from the media coverage)
2,287,424 in Estimated Reach
231 clippings Across social media, online & press
These numbers clearly demonstrate the campaign’s success in capturing media attention, driving widespread engagement, and delivering exceptional value for LISTERINE®.
Ready to make your brand’s next big splash? Whether you’re aiming for award-winning campaigns or simply want to connect with your audience in a fresh way, we’ve got the expertise. Come chat with Mad Hat Asia and let’s craft your next success story!
What happens when you mix Raya, baby care, and a whole lot of heart?
You get #DetikRayaBermaknaBersamaJohnsons - a campaign all about celebrating the small, meaningful moments that make the festive season special.
This time, Johnson’s wasn’t just talking about care… they wanted everyone to feel it.
The Brief
As Raya approached, Johnson’s wanted to reconnect with Malay mums by celebrating the familiar routines and tender traditions that have made the brand a household favourite across generations.
Our Approach
Real vibes. Festive energy. All the feels. We built a campaign rooted in what parents truly experience. Here’s how we made it happen:
1. Real Raya Connections With Purpose
With Johnson’s and OrphanCare united, we made posting more meaningful by transforming genuine Raya connections into purposeful contributions, letting every heartfelt share create impact beyond the festive season.
2. A CSR Move Everyone Could Join
For every post shared with #DetikRayaBermaknaBersamaJohnsons, Johnson’s donated RM10 to OrphanCare. A simple action → real impact. This turned the hashtag into a feel-good movement people genuinely wanted to support.
3. Spreading the Raya Love Everywhere
To spread the stories, we rolled out:
Press releases to kickstart coverage
Creative drops (because who doesn’t love a cute PR package?)
A photo story capturing meaningful Raya snippets
Paid media collabs to boost visibility
Together, we created a festive, heartfelt campaign that people genuinely wanted to be part of.
What We Achieved
More than just posts and coverage, the campaign ignited a heartfelt Raya movement where families came together to share, connect, and give back.
Campaign Highlights
Scored over RM1.26 million in PR buzz
Pulled in 41 media and KOL highlights, turning heads across the feed
Reached a whopping 8 million+ people spreading Raya love far and wide
With real stories, community love, and a cheerful Raya spirit, #DetikRayaBermaknaBersamaJohnsons proved that the smallest moments can create the biggest impact.
Coming out of a 2-year Covid-19 lockdown for festive celebrations, Cadbury Diary Milk wanted to inspire Malaysian families to come together during Ramadan 2023, and bake with good with Cadbury.
The aim is to continuously inspire families to bond over baking and, Cadbury Dairy Milk wants to provide those observing the holy month the opportunity to create memories together through baking and sharing the goodness with others, while enabling acts of generosity.
We thrive on crafting campaigns that not only generate buzz but also spark genuine connections. We're excited to pull back the curtain on one of our most dynamic and delightful collaborations: the "Stay Playful with OREO x BLACKPINK" campaign.
The Perfect Pair: OREO and BLACKPINK
OREO, the world's original cookie, is renowned for its authentic rituals and ability to spark playful moments. Similarly, the global phenomenon BLACKPINK has carved out its own unique space with an unapologetic and authentic "girl power" energy that resonates worldwide.
Our brief was to bring these two iconic global brands together, leveraging OREO's spirit of sparking playful connections with BLACKPINK's immense influence. The goal was to playfully uplift millions of Asian consumers and K-Pop fans through the launch of two new, exciting OREO x BLACKPINK flavors, all unified under the powerful "Stay Playful" theme. The hashtag #OREOBLACKPINK quickly became the rallying cry.
Unearthing Insights for Maximum Impact
We understood that 2023 would see these two global brands converge to create the ultimate snacking experience, with OREO leading as the purveyor of playfulness in the confectionery scene. Beyond identifying the inherent synergies between OREO and BLACKPINK, we conducted extensive public monitoring on platforms like TikTok. This allowed us to gauge the excitement within the Malaysian BLINK community, identify existing coverage, and strategize how best to leverage this immense momentum and passionate fan base.
Our Clear Objectives:
Our campaign was designed with precision, aiming to achieve several key objectives:
Generate Awareness and Buzz: Actively promote the OREO x BLACKPINK collaboration to create widespread excitement.
Foster Fan Engagement: Create opportunities for OREO to connect directly with its fans through exciting social media campaigns and interactive events.
Drive Product Consideration: Highlight the unique features and delicious flavors of the limited-edition OREO x BLACKPINK variants to capture consumer attention and interest in Malaysia.
A Strategy Steeped in Engagement:
Our strategy was centered around engaging directly with the passionate BLINK community and general K-Pop fans. We sought out opportunities for media and influencers to experience the new products firsthand, allowing them to share their genuine excitement and thoughts with their followers. Furthermore, we designed various digital engagement opportunities across social media platforms to foster ongoing conversations and involve our target audience deeply. These actions were meticulously planned to create a strong presence and ignite excitement surrounding both the product launch and the eagerly anticipated on-ground event.
The Big Idea: "STAY PLAYFUL WITH OREO X BLACKPINK"
Our core idea was to celebrate this special collaboration by inviting local media, influencers, and, most importantly, Malaysian BLINKs to a grand launch event. This not only served as a vibrant party but also powerfully drove OREO’s playful messaging directly to consumers, bringing like-minded individuals and fans together.
Flawless Delivery: The On-Ground Extravaganza
Working hand-in-hand with our client and event agency, we orchestrated a spectacular party at Sunway Pyramid to celebrate the union of the world’s original cookie and the mega girl group, OREO x BLACKPINK. We truly brought OREO's commitment to "Stay Playful" to life by featuring a local K-Pop dance group, a dynamic DJ, and engaging BLACKPINK fans in an exhilarating Random Dance Play. The energy was electric, and the excitement palpable.
Our Unprecedented Achievements:
The "Stay Playful with OREO x BLACKPINK" campaign was an overwhelming success, not just meeting but significantly surpassing all set KPIs:
RM 6,406,015 in PR Value: An incredible achievement, demonstrating the massive media impact generated
535% Over KPI: A testament to the campaign's exceptional performance and reach
11.8 Million People Reached: Ensuring the message resonated with a vast audience across Malaysia
Furthermore, media and KOLs were incredibly receptive to the campaign, resulting in a remarkable 100% positive coverage for the campaign and key message mentions. This highlights the compelling nature of the collaboration and the effective execution of our PR strategy.
Partner with Mad Hat for Campaigns That Resonate!
The OREO x BLACKPINK collaboration stands as a shining example of how strategic thinking, deep audience understanding, and flawless execution can lead to extraordinary results. We are passionate about creating campaigns that not only achieve business objectives but also create memorable experiences for consumers.
Ready to infuse your brand with playfulness and achieve record-breaking success? Contact Mad Hat today and let's craft your next winning campaign!
NIVEA’S Luminous630 works. Everyone knows it. We just needed a reason to get people talking…again.
With Rosina Lam, Hong Kong TVB star and longtime ambassador, in town, we had the perfect excuse to shine a fresh spotlight on it.
This is how we did it.
The Brief
Reintroducing an existing product is always a delicate balance. Push too hard, and it feels repetitive. Do too little, and it gets overlooked.
With Rosina Lam in town, the brief was to create meaningful visibility for NIVEA Luminous630. Not by introducing something new, but by reminding consumers why this breakthrough anti-dark spot range continues to deliver visible results they trust.
Instead of leading with ingredients and claims, we focused on access… access to Rosina Lam. Access to a brand experience that felt intimate, limited, and designed to let the product story speak for itself.
What We Did
We positioned the NIVEA Luminous630 campaign as an educational platform. One that goes beyond promotion to empower women with credible skincare knowledge.
While the campaign centred on education, it was Rosina’s presence that gave it momentum.
As a celebrated actress and NIVEA ambassador, Rosina’s influence helped elevate the NIVEA Luminous630 story beyond product messaging.
Bringing It to Life
Rather than treating this as a product-led moment, our strategy focused on leveraging Rosina’s credibility to bring fresh attention back to NIVEA’S Luminous630. With her strong influence across Chinese media and audiences, Rosina helped shift the conversation from “already known” to “worth talking about again”.
We shaped the campaign around a live experience that put connection first and sales second. This ensured Rosina’s presence felt authentic, driving trust, media interest, and content that naturally extended beyond the event.
By anchoring the strategy on influence and relevance, the campaign sustained momentum beyond her visit, showing how the right ambassador can refresh an already well-loved product.
What It Sparked
What started as a single media event quickly turned into widespread conversation.
The campaign delivered both reach and resonance.
RM 1,979,456 in PR value
70 earned media placements
22,236,101 in social reach
104% above targeted media attendance
More than just results, the campaign put NIVEA’S Luminous630 back where it belongs. Visible, trusted, and part of the conversation again.
What We Learned
Even well-loved products can feel new again when the story is told the right way.
With the right ambassador, a sense of exclusivity, and a carefully crafted real-world experience, familiarity turned into fresh momentum. Sometimes, it’s not about launching something new - it’s about reminding people why they fell in love with it in the first place.
Got a story that deserves another moment? Let’s give it one.
Levi’s 501® Day celebrates the day Levi’s received their first patent for the 501® jeans.
To capture Southeast Asia’s diverse voice, Mad Hat Asia conceptualized the Travelling 501® where a single pair of Original 501® jeans travelled to Singapore, Malaysia, Indonesia, Philippines, and Thailand accompanied by an exhilarating event and influencer engagements at every stop.
Kotex’s latest collection aimed to spark pride and empower Malaysian women who missed the thrill of adventure and discovery, to embrace the sights and experiences of Malaysia with a unique travel experience, from the comfort and safety of their homes.
Cactus Natural Mineral Water is your Malaysian Ambassador that is of good value, easy on the pocket and is proudly Malaysian Made. Cactus mineral water bottles are produced with state-of-the-art bottling technologies. Its water source is well protected from any kind of pollution with exceptional quality. It is voted by consumers as one of Malaysia’s most trusted brands.
Kotex Herbal Cool is the latest innovation that comes with Cooling Tea Tree Extracts. This helps remove the uncomfortable stuffiness, leaving women with long-lasting and refreshing cool sensation while giving the maximum leakage protection.
As part of the continuation of the campaign, Kotex leveraged their trade partnership with Watsons to create a Facebook Live session, to drive more buzz and awareness on the product range.
Mangosteen is a lifestyle brand with a social aim to alter people's lives by changing the way they live. Mangosteen accomplishes this by devoting 100% of their revenues to empowering the lives of women and children throughout Southeast Asia through carefully selected non-profit organisations.
Virgin Active is always looking to create new experiences that engage existing members and excite potential ones.
One such experience is SkyPark Yoga by Virgin Active at Marina Bay Sands, which will bring your yoga practice to new heights - 57 stories in the sky, to be exact.
The Total Protection Pads were coming in with a new design that has stronger ‘Overnight’ cues and as a new innovation, Kotex also wanted to continue the buzz and talkability around the Kotex Overnight Panties.
Seeing as both variations fall under the Night and Protective Guard category - we created a campaign which will allow us to feature both variants seamlessly.
Designed by award-winning architectural firm WOHA, PARKROYAL on Pickering adopts a hotel-in-a-garden concept and incorporates energy-saving features throughout the property.
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.
In conjunction with Kotex’s anniversary and celebrating 100 years of championing women progress, Kotex wanted the Limited Edition range to be more than just an exclusively designed pack. So Kotex collaborated and commemorated local icons who are an embodiment of the brand values and have continued to pave the way for women progress in Malaysia.
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.
As an established anti-aging skincare brand, Nutox gives back to the community by creating a platform focused on self healing for front liners prone to mental stress at the height of the Covid-19 pandemic in 2020.
