marketing interactive

As Singapore gears up to mark its 60th birthday next month, adidas is doubling down on what it means to go local. From unexpected cultural tie-ups to deep-rooted community work, the sportswear giant isn’t just showing up — it’s putting in the reps. At the heart of this effort is a focus on building connections that feel distinctly Singaporean, said Chen Rui Yuan, country manager for adidas Singapore. “We believe that in sports, nobody succeeds alone, so building community is at the heart of what we do. Our goal is to create the platforms for people to connect and make memories with others,” he told MARKETING-INTERACTIVE.  From football great Fandi Ahmad to national sprinter Elizabeth-Ann Tan, adidas has steadily built a strong local athlete roster, but it’s how these figures are activated that stands out. The brand brings them into real-life moments, such as adidas Runners sessions or football clinics for kids. Don’t miss: ‘Heritage must evolve’: Ya Kun’s director of branding on keeping kopitiam culture fresh  “We aim to bring athletes closer to the community by involving them in our campaigns and brand experiences,” said Chen. “It wouldn’t be uncommon to see Tan at an adidas Runners session on a Saturday (schedule permitting) or have Fandi leading a kids’ football clinic or sharing his journey on a podcast, all with the goal of creating authentic moments of connection with local communities.” It’s part of what Chen calls the “plus one effect” where adidas is not just supporting athletes, but having them support one another and the next generation. That same approach is shaping the brand’s cultural collaborations. A recent tie-up with MILO became an instant fan favourite, with the iconic MILO van appearing at the adidas Brand Centre Orchard across three weekends, offering complimentary cups of the childhood staple. The collaboration tapped into the powerful emotion of nostalgia and MILO’s timelessness, especially since Singaporeans often associate the MILO van to sports day celebrations in school.  “Whether you’re 18 or 80, MILO is instantly recognisable and deeply rooted in childhood memories. This wasn’t just a partnership with a beverage brand, it was a collaboration with a cultural icon where that shared sense of warmth and nostalgia truly resonated with our customers,” said Chen.  The “Rep your hood” collection followed a similar path, tapping into hyperlocal quirks. The collection saw Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampong Glam and Little India front and center, with playful designs that represent each neighbourhood such as East Coast’s love for the outdoors, Kampong Glam’s elegant shophouses and more.  Beyond the fresh drop, adidas also called on the local running community to put a creative spin on their neighbourhood routes with a challenge where runners can plot and run routes in the shape of an art piece inspired by their hood.  “With the ‘Rep your hood’ and MILO collections, our goal was to celebrate local neighbourhoods, rituals and cultural touchpoints in an authentic way. Our team put in the groundwork by researching and drawing from real, lived experiences of Singaporeans. That’s how we landed on details such as the illustration of a guy prawning, a playful nod to Punggol, and the MILO starter packs, which blend internet meme culture with nostalgic memories of childhood,” said Chen. Even major sports events are handled with care. For this year’s Standard Chartered Singapore Marathon, adidas is doing more than just sponsoring it. The brand will be activating marathon training, bring a coach on board to support runners on the ground and will be provide community support through structured plans.  “So it’s more than just financial support; we’re creating opportunities for everyday athletes to train, improve, and cross the finish line stronger and healthier with like-minded individuals,” explained Chen.  Sporting moments, made local Whether it’s a jersey drop for the Lion City Sailors FC or a fan event with Arsenal players, adidas is finding ways to localise its global muscle. According to Chen, this often means going beyond official kits to offer Singapore-exclusive merchandise and in-person moments for fans. “Beyond just product, it’s about creating deeper fan engagement, experiences that bring the emotion, pride, and energy of the sport closer to home, making every fan feel like they’re part of something bigger,” he stated, adding that:  It’s important to us that these moments aren’t just for influencers, but accessible to all our customers through activations at our flagship store and key mall locations. Last week, adidas hosted an Arsenal player meet-and-greet at adidas Brand Centre Orchard, drawing a huge crowd of passionate fans. The brand also dropped an exclusive Peranakan-inspired nameset crafted for local Arsenal fans, which quickly went viral and gained major traction. In addition, the flagship store drew over 300 fans for the launch of the new Lion City Sailors 2025/26 kit, with Chen saying that “the energy was incredible, a real show of love for local football, and for us, this is just the beginning”.  Moving forward, the brand is excited to bring similar experiences to life with its F1 partnership during the Singapore Grand Prix and to continue building meaningful connections between the brand, the sport and the local community.  Aside from in-person moments, in-store activations are also a major part of adidas’ retail strategy, especially as it opens new locations at Marina Bay Sands, Jewel, Changi T4 and Resorts World Sentosa. To Chen, these aren’t just stores, but rather they’re spaces designed to reflect the local vibe and community spirit. “Physical spaces play a big part in helping us build community and engage with our consumers. From exciting visual merchandising setups to interactive zones, our physical spaces are built to excite, inspire, and bring the adidas world to life,” said Chen. He added that these stores also double as creativity hubs where shoppers can personalise their gear on the spot, adding their own flair to tees, bags and more. Recently, adidas made shoe trials available in store too where customers can trial running shoes before making the purchase.  At Brand Centre Orchard, customers can trial

Temasek is deepening its luxury play with a new investment in Italian fashion house Ermenegildo Zegna Group, acquiring a 10% stake in the company’s ordinary share capital. The Singapore-headquartered investment firm will purchase 14.1 million treasury shares in Zegna at US$8.95 per share, in line with the stock’s volume-weighted average price between 30 June and 25 July. The deal adds to Temasek’s previous market purchases of nearly 12.7 million ordinary shares, bringing its total holding to one-tenth of Zegna’s share capital post-transaction. Don’t miss: How luxury pop-ups are redefining exclusivity The US$126.4 million deal is expected to close today (30 July) and will see Zegna reinforce its balance sheet to fuel organic expansion across its portfolio of luxury brands. Zegna’s current portfolio includes the namesake menswear label as well as Tom Ford Fashion, which it operates under licence. “I am delighted to welcome Temasek as a strategic investor,” said Ermenegildo “Gildo” Zegna, chairman and CEO of the Zegna Group. “Their investment is a strong endorsement of our vision and long-term growth potential, while firmly recognising the global significance of the Italian luxury sector.” Temasek brings to the table extensive experience in luxury, as well as deep market knowledge in Asia, a region where Zegna is actively looking to scale. The partnership is expected to open new doors for the Group as it accelerates its growth strategy. “Ermenegildo Zegna Group has successfully established itself in the high-end luxury segment and presents significant long-term value creation opportunities,” said Nagi Hamiyeh, head of EMEA at Temasek. “We look forward to being a thoughtful, long-term partner to the Zegna family and management team,” he added.  Hamiyeh is expected to join Zegna’s board of directors in June 2026. The partnership marks another step in Temasek’s quiet but deliberate push into the luxury sector. In 2016, the Singapore investment firm acquired a 4% stake in Italian outerwear label Moncler, known for turning alpine heritage into global fashion cachet. That same year, it also led a US$110 million funding round in luxury eCommerce platform Farfetch, backing its omni-channel ambitions and expansion into Asia. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  Luxury goes pop: How music videos are the new catwalks for high fashion brandsTencent Music acquires nearly 10% stake in SM Entertainment Jollibee’s Milksha to acquire 70% stake in Taiwan’s Moon Moon Food   source

Singapore’s fast pace means even breaks often feel rushed. As such, KITKAT is teaming up with cult-favourite collectible brand POP MART and its quiet, thoughtful mascot DIMOO to encourage Singaporeans to slow down and take proper breaks. Singapore’s “kan cheong” lifestyle, where on is often always rushing from work to school to life’s next challenge, leaves little room for genuine downtime. POP MART’s character DIMOO represents a gentle reminder to embrace self-kindness and enjoy simple pleasures amid the chaos, said the snack brand in a statement seen by MARKETING-INTERACTIVE.  Don’t miss: POP MART cracks open SEA’s collectibles craze with Lazada partnership The limited-edition KITKAT x DIMOO blind box collection offers keychain pouches in three different designs and tote bags in two designs, each paired with popular KITKAT products such as 2-Finger Sharebags, Chunky White, and Chunky MILO bars. The keychain pouch blind box retails for SG$19.95 and includes two KITKAT 2-Finger Sharebags and one randomly selected pouch design. Meanwhile, the tote bag blind box goes for SG$19.95 and is exclusive to 7-Eleven. It comes with a collectible tote bag, one 2-Finger Sharebag, plus Chunky White and Chunky MILO bars. These exclusive boxes are available now at major supermarkets, online, and 7-Eleven stores islandwide, while stocks last. “As part of our mission to encourage more meaningful breaks for Singaporeans, we’re excited to collaborate with POP MART DIMOO on the launch of this limited-edition KITKAT x DIMOO blind box collection,” said Jocelyn Ho, business manager for food and confectionary, Nestlé Singapore. “Let’s remember to be kind to ourselves even when we chiong through our days, and to have a break without interruption. Amid the hustle of life, a better-quality break goes a long way,” she added.  While the brand is leaning into fandom and the blind box craze in Singapore, KITKAT has taken a different approach in the Philippines to encourage consumers dto pause, unwind and recharge.  In the Philippines, KITKAT turned its chocolate bars into practical tools for overworked small business owners. Launched by KITKAT Philippines and VML Philippines, the “KITKAT Break Bar” campaign reimagines the act of taking a short break in Metro Manila’s mom-and-pop shops, where overworked vendors often signal breaks with broomsticks wedged between doors or hand-scrawled cardboard signs. The campaign introduced a playful alternative: a specially designed KITKAT bar that functions as a physical door blocker, complete with “On break” signage, reinforcing the brand’s break-time DNA in an inventive, culturally relevant way. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.   Related articles:  KitKat swaps smartphones for chocolate in clever twist on iconic slogan   KitKat reinvents break time sign for Manila’s small businesses KitKat teams up with Formula 1 to cater to growing diverse fanbase  source

LePub Singapore has appointed Jordan Price as chief strategy officer, marking its seventh senior hire this year as it strengthens its leadership bench. Price brings over 25 years of experience to the role, including 17 in Asia, and will report to managing director Penny Sadlier while working closely with executive creative director Stephan Schwarz. He joins LePub while continuing in a strategic leadership role on global network clients at PG One, part of Publicis Groupe Singapore, where he was formerly regional head of planning.  Don’t miss: LePub Singapore names new managing director Other roles he’s held in the past include executive planning director at BMW Dentsu Melbourne and executive strategic planning director, head of planning department at JWT Singapore where he managed key accounts such as Unilver LUX, Singapore Tourism Board, Changi Airport and Johnson & Johnson amongst others, according to his LinkedIn.  Originally from Canada, Price began his career as a producer in film and television before pivoting to brand strategy in Hamburg. He has since worked across Toronto, Tokyo, Melbourne, and Singapore – his base since 2017 – advising over 60 brands. He has also guest-lectured at Meiji University, Singapore Management University, and Nanyang Technological University. “LePub has a clear mission: to help brands genuinely play in culture. Culture is the most important ‘medium’ for nurturing brands today, in my opinion. And few brands are tapping it well,” said Price. “I’m excited to do whatever I can to support LePub’s mission and make a real difference for the brands we work on. It’s energising to be part of such a smart, innovative, and wildly creative team,” he added.  In addition, Sadlier said that Price has the perfect mix of experience, across categories and cultures, to help LePub Singapore’s clients stay relevant and resonate deeply with their customers. “With Jordan at our strategic helm, LePub Singapore will leverage cultural insights, creativity and technology to create more meaningful connections, and shape strong brands that thrive for years to come,” Sadlier added.  LePub Singapore is part of LePub’s international network with offices in Milan, Rome, Amsterdam, São Paulo, Bogotá, Mexico City, Johannesburg, Singapore and New York City. Price’s appointment comes on the heels of Sadlier’s own, who joined in May this year as managing director, as the agency doubles down on creative impact and regional growth. Sadlier, who currently serves as managing director of PG One, leads a team handling 14 P&G brands across 12 APAC markets. She now expands her remit to head LePub Singapore, continuing to report to Amrita Randhawa, Southeast Asia CEO, Publicis Groupe. Sadlier also works closely with executive creative director Stephan Schwarz and LePub’s global CEO and worldwide chief creative officer Bruno Bertelli. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:    Publicis Media Singapore elevates Elaine Poh to COO Publicis Groupe ANZ names Matt Houltham CEO of Starcom Australia LePub Singapore names new executive creative director  source

A heritage breakfast brand and a Japanese fast-fashion giant may seem an unlikely pairing at first glance, but for Jesher Loi, third-generation owner and director of branding and market development at Ya Kun Kaya Toast, collaborating with global lifestyle names is part of how the brand keeps its nostalgic story alive for new generations. Last year, Ya Kun teamed up with adidas on a National Day drop that turned kaya toast and kopi into streetwear staples. This SG60, the brand is back in the fashion spotlight, collaborating with UNIQLO for a limited-edition UTme! T-shirt collection. The collection will launch islandwide on 1 August and celebrates Singapore’s enduring love for kopitiam culture. “When imagining a collaboration, our philosophy is to collaborate with only one partner per industry,” Loi said in an interview with MARKETING-INTERACTIVE. “When it came to fashion, we unanimously felt that UNIQLO would be the gold standard of collaboration between our brands both in terms of market segment, branding and lifestyle.”  Don’t miss: UNIQLO serves up local breakfast with Ya Kun Kaya Toast collab  That same clarity of purpose underpins why the tie-up made sense for Ya Kun. For Loi, UNIQLO’s “LifeWear” ethos — simple, high-quality everyday clothing designed to make life better — mirrors Ya Kun’s own belief in doing “simple things well and bringing everyday joy to people.” “UNIQLO has always been about LifeWear, simple, high-quality everyday clothing designed to make life better for everyone. That philosophy resonated deeply with us. When they shared their vision of celebrating SG60 by featuring iconic local brands, it felt like a meaningful way to honour what makes Singapore home and connect with the community in a fresh, authentic way,” he explained.  For this year’s National Day, that connection takes shape in six original UTme! designs, which Ya Kun co-created with local illustrator Xin Li. Each one nods to the everyday rituals and familiar shorthand of kopitiam life, from the brand’s Far East Square heritage store to local lingo such as “kopi siew dai” (‘less sweet coffee’). “Nostalgia and tradition are at the heart of Ya Kun, but we also see them as living ideas that evolve with each generation. We wanted shirts that captured everyday Singapore and Singaporean culture,” said Loi.  Loi, who was “deeply involved” in the creative process, described it as a “three-way conversation” from the start, balancing Ya Kun’s iconic menu with UNIQLO’s design expertise and Xin Li’s knack for visual storytelling. “It was important to me that each design carried the warmth of Ya Kun, the feeling of sitting down for kaya toast with people you care about,” Loi said. “Xin Li truly brought the designs to life in a beautiful way.” The final line-up? A series of six: the Far East Square store, Set A Kaya Toast with Butter, Set B Steamed Bread, Kopi, Iced Teh-C and Iced Soya Kopi Siew Dai, each playing off Ya Kun’s familiar “Order coffee like a pro” guide. “Choosing the specific items was a really tough decision that went through multiple rounds of discussions,” revealed Loi.  Beyond the T-shirts, the collaboration also comes with a nod to loyal fans. Shoppers who spend at least SG$100 in-store between 1 and 10 August can redeem a limited-edition UNIQLO x Ya Kun Kaya Toast keychain set, while Ya Kun customers can purchase a matching keychain with any SG60 menu item. The tie-up lands just months after UNIQLO’s last local food collection sparked backlash for its similarities to local label Musoka Club’s “Dress code: Kopitiam edition.” But this time, Ya Kun’s direct involvement and its legacy of co-branding with heavyweight partners — adidas included — appear to sidestep the same missteps. For Loi, it’s all about keeping the story authentic. “We see partnerships as an opportunity to tell our story in new ways,” he said. “Working with UNIQLO allows us to connect with people beyond the kopi table, reaching them in their everyday lives through fashion.” The marketing push will spotlight Xin Li’s process and the stories behind each design, amplified through Ya Kun’s channels and by creators who bridge cultures, such as Ghib Ojisan, a Japanese YouTuber who has called Singapore home for years. “We worked together with Ghib Ojisan, a well-known Japanese YouTuber that has lived in Singapore for many years and a huge foodie to share more about our new collaboration!” Loi said. “He is truly the perfect profile to share more about Ya Kun’s local heritage with Singaporeans and tourists alike, while also bringing customers through UNIQLO’s UTme! Service at its Orchard Central Global Flagship store,” added Loi.  Through it all, the message is clear: Heritage doesn’t stand still, it adapts. “Kaya toast and kopi aren’t just food and drink, they’re memories of childhood breakfasts, late-night study breaks, morning catch-ups with parents or grandparents,” Loi said. “In a fast-changing world, these simple comforts anchor us, and that’s why they will always have a place in our hearts.”  Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles:   UNIQLO ‘Cai fan’ keychain kerfuffle: Where does inspiration end and imitation begin?Local brand calls out UNIQLO SG over surprising ‘cai fan’ merch resemblance adidas gets really local in Singapore with an unconventional Ya Kun Kaya pairing source

Geneco has concluded its agency review with the appointment of W Communications as its public relations agency and The M Makers as its social media agency, following a competitive pitch. The M Makers retains its remit following its incumbent role on the social front, while W Communications takes over the PR account from PRecious Communications. The appointments are for a one-year period with the option to renew for another year. Don’t miss: Geneco celebrates the beauty of losing your way in latest mental health campaign The public relations scope includes strategy and planning, content development, spokesperson profiling, and crisis management. On the social front, The M Makers will be responsible for overall strategy, content development, monthly campaign planning, KOL management, and advisory services. According to Alex Chan, head of brand, communications and marketing at Geneco, the agencies were chosen as they served “the interests of Geneco’s ambition to propel its growth, shown passion in building the brand further, and displayed their abilities to align with the strategic key approaches that we have set forth.” “Firstly, we would like to thank all the outstanding agencies who have not only participated in the pitch, but also demonstrated their enthusiasm for the account. We look forward to seeing exceptional work with tangible results with the newly appointed agencies, and we are confident that they will be able to #PowerTheChange with Geneco strongly ahead,” he added.  Work is already underway, with The M Makers continuing its social media duties through Geneco’s National Day campaign, “Lost to be found.” W Communications will assume PR responsibilities with immediate effect, furthering media outreach efforts to spotlight the campaign and its underlying purpose. Geneco first called the pitch earlier in May, citing that the review aims to find strategic partners that can contribute meaningfully to Geneco’s continued brand-building efforts across PR and social.  The review also comes as it gears up for its next phase of brand and business growth in Singapore.  Most recently, the company unveiled its “Lost to be found” mental health and wellness initiative in collaboration with local actor and artist Chen Xi. The campaign featured six black and white illustrations that chart a creative and emotional journey through Singapore’s green spaces.  The campaign came as mental health concern among youth continues to grow, with the Institute of Mental Health’s 2024 nationwide survey revealing that nearly one-third of young people aged 15 to 35 reported symptoms of depression, anxiety and stress. Yet, only 20% turned to professional services, often due to stigma.  Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles:   Geneco calls for social and PR pitch  Geneco and Golin Singapore triumph at PR Awards 2025  Real life incarcerated parents write stories for their children in Geneco new book  source

After over two years of steering the marketing helm at Flash Coffee, Tempest-Jody Larrichia has stepped down from his role as chief marketing officer, marking the end of a transformative chapter at the fast-growing start-up. Larrichia first joined Flash Coffeee in 2022 with a mission to revitalise the brand. Now, with growth reignited and a new brand direction in place, he’s stepping away to pursue a new challenge. Specifically, he will be making a career pivot into a health tech start-up based in Singapore. “You know that feeling when you’ve played your best set — and the crowd’s still buzzing, but you know it’s time to hand over to the next DJ? That’s kind of how I felt. I achieved everything we set out to do when I joined the brand in 2022. We’ve redefined the brand, rebuilt the customer experience, and reignited growth — it felt like the right moment to step back, before the encore started sounding like a loop,” Larrichia told MARKETING-INTERACTIVE.  Don’t miss: Shangri-La Singapore names new director of marketing  “I’m swapping promotions for purpose. I can’t wait to start to work in a totally new field, and to work in an area where genuinely it’s life changing stuff. It’s thrilling for me,” he added.  Reflecting on his time with the company, he described the journey as “part rocket ship, part rollercoaster — but mostly, a masterclass in reinvention.” He added, “I’m proudest of helping the brand find its soul again. We moved from being just a caffeine fix to becoming a culture-led brand people actually care about. That shift, from transactional to emotional, is what I’ll always carry with me.” Under Larrichia’s leadership, the Singapore-based coffee chain rolled out an Indonesia-focused strategy and saw sales jumping over 50% in 2024. The expansion into the country included new food and drink menu, as well as multiple store openings across Jakarta and Bandung. At the time, Flash Coffee was already operating 67 stories in Indonesia, with plans to expand even further across the market.  Earlier this year, the coffee chain also embraced the spirit of Ramadan and launched its first-ever digital campaign “Together with Flash” in Indonesia. The campaign was designed to foster deeper emotional connections with consumers and featured a series of heartfelt videos showcasing the role of coffee and conversation in bringing people together.  Like many start-up leaders, Larrichia had to navigate the highs and lows of scaling fast in unpredictable conditions, likening the challenges to “building a plane and flying it, often with your coffee still spilling.”  Before joining Flash Coffee, Larrichia held senior brand and creative roles across global lifestyle and fashion brands. He was previously director of strategy, brand and creative at Ted Baker, global director of brand and visual experience at Puma Group, and international head of visual and head of creative at Arcadia Group. Even in his final days with the company, Tempest was still launching new store openings across Jakarta. When asked what advice he’d give marketers eyeing a start-up career, he said:  Trade your playbook for a compass. The best marketers in start-ups aren’t the ones with the fanciest decks — they’re the ones who can read the room, pivot fast, and tell a story that sticks. “Oh, and develop a high tolerance for chaos. If you can’t laugh at your sixth product relaunch, this may not be for you,” he added.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  Standard Chartered names new global corporate coverage marketing director   Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell Zespri CMO Jiunn Shih steps down after nine years   source

Malaysia’s beloved childhood snack brand Apollo is making a comeback with a bold new look, enhanced flavours, and a renewed brand direction, refreshed for today’s generation of snack lovers. After decades as a staple in local lunchboxes and family pantries, Apollo’s latest campaign aims to reconnect with modern consumers while honouring the familiar tastes Malaysians and Singaporeans grew up with. From creamier textures and bolder flavours to pack sizes designed for convenience, the refreshed offering marks both a glow-up and a nod to the brand’s long-standing legacy. While the brand refresh is currently being rolled out across Malaysia, Apollo says a Singapore launch could be on the horizon. Don’t miss: Maxis hits refresh with new brand promise: “Tomorrow begins today” The new logo, centred around the iconic “O” in Apollo, anchors the rebrand with symbolism of reinvention, optimism and openness. “It is an acceptance of our heritage, but with a clear forward thrust to the future,” said Warren Chan, head of marketing at Apollo Food Holdings, in an exclusive conversation with A+M. He also added: With evolving consumer tastes and rising expectations, it was time for a bolder, more future-ready identity. The brand worked closely with selected creative and activation partners over a 10-month process, from ideation to final rollout. “We chose collaborators who truly understood the brand’s soul and commercial ambition. A strong brand without a strong story is wasted potential,” added Chan. The result, he said, is branding that is “creatively progressive and commercially grounded,” with careful feedback gathered from longtime Apollo fans. The revamped product lineup features improvements across all fan favourites, including richer chocolate coatings, smoother milk cream, and the introduction of crispy cream-filled waffles, a brand-new addition to the Apollo family. Other familiar names such as the chocolate wafer cream, milk wafer cream, layer cakes, and stick wafers have also been updated in both taste and texture. Pack sizes now include 3-, 6-, and 8-pack formats to suit different snacking occasions. Apollo has also taken this moment to officially step into the digital space. “We enter the digital space with strategic intent, not by pressure,” said Chan. “The timing aligns with our brand transformation and our route-to-market changes.” We have a stronger story to tell, and a clearer voice to engage with the next generation of Malaysian snack lovers. Chan also shared with A+M that a nimble social media agency is supporting Apollo’s efforts to build digital presence while keeping content authentic. Beyond the visual and product refresh, Apollo is gearing up for more activations over the coming months. These include influencer partnerships, on-ground sampling blitzes, and strategic retail initiatives to make the brand more vibrant and visible — whether on shelves, on screens, or on the streets. Chan said: This brand refresh signals more than a new look, it marks a renewed ambition. He also added: “We are reshaping the APOLLO brand to be bolder, more joyful, even more tasty and more attuned to modern snacking culture. Our goal is clear: to re-ignite love for the APOLLO brand, one bite at a time.” APOLLO is not the only long-time F&B who has decided to undergo a facelift. Last month, Auntie Anne’s gave its storefront a bold new makeover, introducing a refreshed design aimed at deepening cultural relevance and capturing the attention of Gen Z and Millennial snackers. The redesign comes as the pretzel chain looks to modernise its footprint across formats while reinforcing its playful, hand-crafted identity. Designed to cut through the visual clutter of today’s retail environments, the updated store concept features modular layouts, signature blue accents, and “twist”-inspired graphics that spotlight Auntie Anne’s iconic knotted pretzels. Meanwhile in November 2024, Pokka unveiled a fresh new look for its green tea, fruit tea, Oolong teas, juices and Asian drinks range. In an Instagram video from Pokka, the canned drinks retain the same colours and design but are now longer and sleek. This is a departure from the brand’s previous short and rounded cans. Accompanying the Instagram video is a caption that reads “The old cans have made way for a fresh vibe, with the same great taste”. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry’s leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:Pokka unveils sleek new look for canned drinks range Sara Lee debuts new look and ‘Bring the Love’ brand platform Auntie Anne’s twists into bold new look to win over Gen Z source

This post is sponsored by MediaOne. In a time when marketers are being overwhelmed by dashboards, fragmented data, and disconnected tools, one Singapore agency has taken a different route. Instead of adding another subscription or chasing the next shiny feature, MediaOne built its own answer – a system designed to cut through the clutter and eliminate the guesswork. That answer is Digimetrics.ai, the proprietary AI engine quietly powering some of the region’s most high-performance campaigns. It’s also one of the reasons MediaOne was recently awarded Independent Agency of the Year (Bronze) at the MARKies Awards 2025, with further recognition from other industry awards for excellence in AI-led marketing and innovation. Digimetrics.ai: A strategist, not a substitute As AI adoption sweeps across Asia, many marketers are asking a difficult question: Will I be replaced? “Digimetrics was never about replacing marketers,” says Tom Koh, CEO of MediaOne. It’s about enhancing them. It gives every strategist the power to think faster, act sharper, and pivot smarter – with data to back every move. In fact, it enables fresh teams to perform almost at the same level as seasoned marketers with five to eight years of experience. Unlike generic AI tools that churn out templated advice, Digimetrics is a real-time co-pilot. It analyses competitive signals, maps out high-intent opportunities, and dynamically adjusts campaigns based on live market shifts. It enables what MediaOne calls “micro-pivoting” – small, fast, strategic optimisations that consistently outperform the traditional “set and tweak” model. This allows teams to analyse, strategise, and create meaningful strategic campaign lift within mere minutes, whereas at present, teams have to struggle with interpreting multiple data points for days – and still have to contend with guesswork strategies. Strategy meets automation, with real-world impact Digimetrics isn’t just another analytics dashboard. It’s a decision engine designed to support the full marketing life cycle from insight and ideation to execution and scaling. MediaOne’s team uses it daily to: Audit and optimise SEO, PPC, and paid social campaigns. Generate high-performing ad copy and landing page frameworks. Build AI-generated buyer personas based on real behavioural data. Recommend media spend allocation based on verticals and market maturity. Pinpoint friction points in the user journey and fix them early. This strategy-first approach has led to tangible results. In one enterprise campaign, MediaOne helped a B2B tech client achieve a 900% increase in clicks. In another, CTR rose by 573% – without spending more, simply by focusing on what worked. Results that prove the point At the heart of multiple high-performing campaigns, Digimetrics has helped shift marketing from manual and reactive to adaptive, data-driven, and performance-led. Big clients have used it to: Identify and dominate emerging keyword clusters. Improve visibility across AI-powered search and recommendation platforms. Align SEO, SEM, content, and UX under a unified, cross-channel strategy. What used to take days of manual research and cross-functional meetings is now distilled into live recommendations. By integrating intelligence across the entire funnel, Digimetrics transforms noise into action, giving teams clarity without complexity. While other platforms track what has already happened, Digimetrics helps teams re-strategise in light of real-time opportunities, threats, and shifting trends Built in Singapore. Proven across industries Over the years, MediaOne has delivered award-winning campaigns for sectors ranging from technology and education to healthcare, logistics, and property. Clients have used Digimetrics to outperform larger competitors, not with bigger budgets, but with better decisions. And that’s the difference. Digimetrics isn’t a login or a licence. It’s a system that underpins how MediaOne works – embedded in every campaign, every strategy, and every optimisation. Marketing needs to anticipate, not just react Too many marketers are still guessing in a world that demands clarity. Whether you’re trying to improve search performance, reduce wasted ad spend or simply keep up with how AI is reshaping user behaviour, having the right strategy can make all the difference. Digimetrics changes the game. Instead of delivering outdated rear-view reports, it shows what’s happening now with data that’s fresh, fast, and actionable. The dashboard is clean and intuitive, built for marketers of any experience level. It empowers users to act, not analyse. And now, it’s going public. Going to market soon Until now, Digimetrics has been used exclusively within MediaOne. But in a matter of months, the platform will officially go to market, giving more brands access to the engine behind MediaOne’s award-winning results. To learn how Digimetrics can power your next campaign, contact Tom Koh at [email protected] Or explore more at 👉 mediaonemarketing.com.sg/digimetrics. source

Gardenia Singapore is celebrating the nation’s 60th birthday with new product launches and a wave of nostalgic activations. The bakery, which started as a small shop in 1978, has since grown into a household name with more than 60 baked goods in its range. To mark the milestone, Gardenia has introduced two new products, the thick toast brioche loaf, made with eggs and Hokkaido butter, and the chocolate royale loaf, featuring dark chocolate chips. The brand has also rolled out a special video featuring its bread mascot travelling across Singapore, highlighting local flavours and landmarks. Don’t miss: Is your SG60 brand film a one-hit wonder? In addition, consumers can get their hands on a set of three limited-edition mascot keychain plushies through a social media giveaway, with 60 sets up for grabs. As part of the celebrations, Gardenia is also offering 60 cents off its pandan coconut with ‘gula melaka’ (‘palm sugar’) loaf and pandan ‘gula melaka’ cream roll for a limited period. “As we mark Singapore’s 60th birthday, we wanted to do more than just celebrate. Our SG60 campaign, together with the launch of our new products, hopes to connect consumers with what Gardenia has always stood for: cherished memories, quality you can trust, and innovation that evolves with our consumers’ taste”, said Cynthia Samboo, managing director of Gardenia Foods (S) Pte Ltd. Gardenia joins a growing list of brands putting their own spin on SG60. Mamee Monster is blending nostalgia with local cool under its “Mamee & me: Our SG60 story” campaign, repositioning the snack as a multigenerational touchpoint with new packaging and collaborations with local names Musoka Club and Smashed. UNIQLO has partnered with heritage breakfast chain Ya Kun Kaya Toast for a limited-edition UTme! T-shirt collection. The six designs pay tribute to Ya Kun’s 80-year legacy and Singapore’s kopi and teh culture, with three inspired by its original Far East Square store and three showcasing local coffee shop lingo under its “Order coffee like a pro” concept. Meanwhile, TikTok is putting local flavours and homegrown creators at the heart of its biggest Singapore push yet. Its year-long SG60 campaign blends food, digital storytelling, and community-led commerce, anchored on three pillars: culture, community, and commerce. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: Singtel marches down National Day Parade memory lane in SG60 film   foodpanda crowns local foodie favourites in SG60 hall of fame    FairPrice’s SG60 chips puts local flavour in every crunch  source