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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

Changi Airport turned a stopover into a spectacle with its recent social-first activation, “The week-long layover”, featuring Australian creator Maddy MacRae. From 28 July to 1 August, MacRae lived at Singapore’s Changi Airport for five days, broadcasting her experience to 1.9 million TikTok followers and 1 million Instagram fans through daily TikTok Live streams and video updates. The campaign, inspired by the film The Terminal, was developed by Connecting Plots in partnership with Changi Airport. It aimed to position the airport as more than a transit point for Australia and New Zealand (ANZ) travellers, instead spotlighting it as a destination in its own right. Don’t miss: Tourism Tasmania offers one SG resident a chance to swap heat for a ‘Winternship’ Over the week, MacRae explored attractions including Jewel Changi Airport’s Rain Vortex, Canopy Park, the Butterfly Garden, and the Aerotel rooftop swimming pool. In a twist, one follower was also flown in to join her for 24 hours, bringing the activation to life both on-ground and online. The stunt coincided with Changi celebrating its 13th win as the “World’s best airport”, using social-first content to showcase its experiences to a new generation of travellers. “At Changi, we believe that the journey should be just as memorable as the destination. Through this campaign, we hope to inspire travellers, especially those from Australia and New Zealand, to rethink the layover and see Changi as a destination on its own,” said Kelvin Ng, vice president of corporate and marketing communications at Changi Airport Group.  He added, “There’s so much to explore and travellers could easily spend many hours here and still uncover something new. We’re excited to bring this idea to life with Connecting Plots, and to partner with MacRae to showcase Changi’s unique blend of world-class experiences in a way that’s fresh, fun, and unexpected.” In tandem, Matt Geersen, creative partner at Connecting Plots said, “MacRae’s irreverent tone and ability to bring wild ideas to life made her the perfect partner for this campaign. This is about reimagining what an airport experience can be, turning a layover into something people would actually want to plan a holiday around.” The campaign is an expansion on the airport’s “A taste of Asia” content series, aimed at inspiring Australians to explore Southeast Asia through its food culture. Developed with Connecting Plots, the campaign followed Australian content creators Sinead Chabowski and Joshua Shediak as they embarked on culinary adventures in Chiang Mai, Phnom Penh and Da Nang, tapping into the rise of food tourism. 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: Singapore Airlines taps OpenAI to reimagine travel with AI-first customer journey STB Oceania launches gamified TikTok travel miniseries Study: 70% in SG enjoy travel-related brand partnered influencer content  source

American rapper Kendrick Lamar and longtime collaborator Dave Free have officially launched Project3 Agency, a global creative agency born out of their media company, pgLang. The new venture marks an evolution of pgLang’s original mission, one that has blurred lines between music, film, and brand storytelling since its founding in 2020. Positioned as a full-service agency, Project3 offers creative direction, brand design, strategy, content creation, event planning, and production services. Don’t miss: Harry Styles’ Pleasing beauty brand enters sexual wellness, sells out in minutes According to its website, the agency is built on the “Program Language” operating system and serves as the first company under the broader Project3 initiative, which aims to expand creative resources for both corporate and independent businesses. The launch was teased via pgLang’s Instagram page with a cryptic caption that said “That’s not this generation’s type of fish”, alongside a link to a minimalist landing page housing only a single video. While details remain intentionally scarce, the move signals a deepening of Lamar and Free’s ambitions to shape culture through narrative-led, format-defying work, not just for themselves, but for clients and collaborators alike. The pair’s previous creative projects under pgLang include music videos, brand collaborations, and campaigns with the likes of Calvin Klein and Converse, all underscored by a strong visual identity and cultural pulse. Lamar isn’t the only artist stepping into the agency space. Earlier, musician Brent Faiyaz unveiled ISO Supremacy, a creative venture launched with UnitedMasters that blends label operations with agency-style services. Positioned at the intersection of music, storytelling, and cultural branding, the platform aims to give both artists and brands greater creative autonomy. In a similar move, Oakley recently named rapper Travis Scott as its first-ever chief visionary, tapping into the cultural capital of his Cactus Jack creative team to lead brand campaigns, reinterpret iconic product lines, and shape future eyewear and apparel drops. 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: Sydney Water’s quick thinking turns Drake’s viral video into a marketing winFamilyMart names fashion designer Tomoaki Nagao as creative director Local sentiments against Drake plummet after Malaysia Airlines diss in new track   source

To mark World Lung Cancer Day, Johnson & Johnson (J&J) has launched “The 3rd opinion” across Asia Pacific. A campaign that aims to empower patients to play a more active role in their treatment journey, especially for non-small cell lung cancer (NSCLC). Coined by Johnson & Johnson, “The 3rd opinion” refers to the patient’s own perspective in addition to the physician’s recommendation and a second opinion. The initiative is designed to spark a shift in how treatment decisions are made, encouraging shared decision-making between patients and healthcare professionals in a region that continues to bear the brunt of lung cancer cases globally. Don’t miss: Sun Life amplifies dragon boat celebration with immersive campaign Central to the campaign is a three and a half minute brand film, which kicks off with the question “When do you share opinion?” posed to interviewees across various different countries. When it comes to food, travel plans, and everday things, they had no qualms in sharing their opinions, but when it comes to health, many remain silent.  The film then leads to a doctor who shares how patient opinions and voices are important in finding the most suitable treatment for lung cancer patients. The video also highlighted that 61% of patients don’t share their treatment preferences with their doctor. This all boils down to the tagline of the campaign, which is a call for patients to “Make the 3rd opinion your own”, after receiving the first and second opinions from doctors and other sources of advice. J&J said in a release, that despite 69% of physicians in Asia Pacific saying they encourage shared decision-making, new research published in Future Oncology shows that up to 77% of patients still rely entirely on their doctors to decide their treatment paths. Cultural stigma, deference to authority and a lack of disease understanding are cited as major barriers. “Being diagnosed with lung cancer is overwhelming. Patients may not always feel equipped to voice their goals and concerns,” said Anthony Elgamal, vice president of oncology at Johnson & Johnson Innovative Medicine Asia Pacific. “By introducing ‘The 3rd Opinion’, we’re creating a new mindset that validates and elevates the patient’s voice,” he added.  According to J&J’s statement, Asia accounts for 63% of the world’s lung cancer cases. Among these, NSCLC makes up 85%, with Asians disproportionately affected by specific mutations such as EGFR. Up to 40% of NSCLC patients in Asia are diagnosed with EGFR mutations, compared to 10–15% in Western populations. These mutations often lead to poor survival rates, especially when patients are diagnosed at later stages and miss out on further treatment options. Prof James Chih-Hsin Yang, director of National Taiwan University Cancer Center, said that treatment decisions must consider both clinical factors and personal values. “With complex treatment pathways today, we need a more holistic and individualised approach. When patients are involved, we can strike a better balance between survival, quality of life and side effects,” he added. To support the movement, J&J is also rolling out educational resources across the region, including a “Lung Cancer Book of Answers” in China, shared decision-making tools, and a patient empowerment video. These tools are designed to help patients better understand their options and articulate their treatment goals. The campaign underscores Johnson & Johnson’s broader push to normalise shared decision-making in oncology, ensuring that both the physician’s expertise and patient’s preferences come together to shape a personalised treatment strategy. Historically, J&J has operated under three major segments, namely consumer health, pharmaceuticals and medical devices. In 2022, J&J announced that it would be spinning off its consumer health division into a separate publicly traded company called Kenvue. J&J has faced extensive litigation over its talc-based baby powder, with claims linking it to cancer, significantly impacting the brand’s public image. Today, as a pure-play healthcare and pharma company, Johnson & Johnson is entirely focused on healthcare innovation especially in oncology, immunology, as well as surgical and interventional solutions. 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: Johnson & Johnson names new Vision Care marketing lead for 4 regionsJohnson & Johnson Vision searches for APAC marketing leadJ&J’s new consumer health biz Kenvue files to become independent firm source

Integrated communications agency APRW has added three new clients to its roster, marking fresh wins across the community, creative, and talent development sectors. The agency has been appointed by Our Tampines Hub (OTH) as its public relations agency on retainer. APRW will lead corporate and public communications for OTH, including media relations, targeted outreach and integrated comms support to strengthen its brand presence and community engagement. “OTH is more than just a physical space—it is a symbol of community spirit and inclusivity. We look forward to supporting their vision through impactful storytelling and purposeful engagement,” said Julie Chiang, director at APRW. Don’t miss: APRW expands portfolio with new clients  In the creative space, APRW has been engaged by SOZO for AFA Creators Super Fest Singapore 2025. Happening from 2 to 3 August 2025 at Suntec Singapore, the event is expected to bring together over 300 creators, cosplayers and crafters, with APRW helming publicity efforts for the two-day celebration. The agency has also partnered with the Singapore Chamber of Commerce Indonesia (SingCham) for the inaugural SingCham Uplifting Scholarship. APRW is playing a dual role, offering financial support and internship opportunities as a corporate partner, while also serving as its pro bono communications agency. Launched in April 2025, the scholarship supports undergraduates from the Greater Jakarta region with financial aid, mentorship and cross-border opportunities. Eight students were awarded at the inaugural SingCham Uplifting Summit in July. “Supporting the SingCham Uplifting Scholarship reflects our values as a purpose-driven agency and our commitment to nurturing the next generation of communication professionals both in Singapore and Indonesia,” said Anu Gupta, director at APRW. APRW’s recent wins span both consumer and public sector clients, reinforcing its reputation as a trusted communications partner. Its appointment by the Ministry of Social and Family Development (MSF) highlights its growing role in public education and advocacy. The agency supports MSF’s rehabilitation and protection efforts by driving awareness around domestic violence, elder abuse, and child protection, while amplifying national support channels such as the anti-violence helpline and the hand signal for child abuse. On the corporate front, APRW is working with renewable energy firm Concord New Energy Group (CNE) to lead its public relations efforts from Singapore. With operations in more than 20 countries across four continents, CNE aims to be a recognised global leader in sustainable energy. APRW’s mandate is to help elevate the brand’s visibility and global positioning as it continues to scale its impact from its Singapore headquarters. 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:  Women who lead: APRW’s Anu Gupta reflects on her career break and professional journey   National Library Board seeks PR agency  Ministry of Social and Family Development seeks PR agency for ECDA  source

Colgate has partnered with South Korean singer and actress IU to promote its “optic white purple” toothpaste, tapping into the global reach and influence of the K-pop star. The campaign, which spans Singapore, Malaysia, the Philippines, Indonesia, and Hong Kong, features a series of social media posts with IU endorsing the product. In the videos, she describes the purple variant as her personal “beauty hack” and “the secret” to her whiter smile. Don’t miss: Colgate-Palmolive promotes Krisha Dy to global director of equity content and experience The brand also teased the launch of a limited-edition kit. Based on Colgate Philippine’s social posts, the merch will be available soon, and will include a special-edition tote bag, photocards, posters, notepads and more. The teaser has already sparked speculation and buzz among fans, with several online users expressing interest in the collaboration. In the days leading up to the reveal, Colgate dropped a short teaser hinting that “the queen of K-pop” was about to unveil her secret beauty hack for a radiant smile. The cryptic post sparked speculation online, with many fans correctly guessing that IU was the face behind the campaign. Colgate’s move reflects a broader trend of brands leveraging K-pop star power to connect with younger consumers and tap into the emotional pull of fandom culture. Elsewhere in the region, Indonesian beauty brand Barenbliss has named rising K-pop girl group Hearts2Hearts as its new brand ambassadors. Officially launched via the brand’s Instagram campaign “We’re connected!”, the collaboration is aimed at capturing the attention of Gen Z and Millennial beauty fans in a crowded market. Meanwhile, Snickers is turning up the cultural heat with its new oats dark chocolate variant, unveiled at a #SNICKERSOnTheGo pop-up event in Kuala Lumpur. The campaign was fronted by Snickers Asia brand ambassador Mingyu, a member of K-pop group SEVENTEEN. Across the border, Singapore Tourism Board is leaning into K-pop’s global appeal with BTS member Jin’s music video for Don’t Say You Love Me. Filmed entirely in Singapore and released under his second solo album Echo, the video blends music with scenes from iconic attractions such as Gardens by the Bay, the National Gallery, and Anderson Bridge, alongside local favourites such as Keng Eng Kee Seafood and Goldhill Plaza. 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: Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience   McDonald’s HK unveils exclusive collab with K-pop girl group BABYMONSTER   Indomilk taps K-Pop group SEVENTEEN to promote new Korean milk series    source

PUMA has appointed Gabriel Yap (pictured) as its new senior director of marketing for Southeast Asia (SEA). Yap, who most recently served as regional senior marketing director at ASICS, revealed his departure on LinkedIn, marking the end of a seven-year stint with the brand. In his new role at PUMA, Yap is tasked with leading and driving the strategic development, execution, and performance of the brand’s marketing initiatives across SEA. His focus will be on ensuring consistent brand positioning and boosting brand equity across key markets, while aligning with both global direction and local consumer insights. He will oversee brand marketing efforts in Singapore, Malaysia, Thailand, Indonesia, the Philippines and Vietnam, and will report to Sanjay Roy, managing director for SEA and Oceania (SEAO). Don’t miss: Typo or tactic: PUMA ad plastered across OOH with PVMA Yap succeeds Eleanor Wang, who previously helmed the role and had been with PUMA for over 12 years, according to her LinkedIn profile. Yap’s appointment also marks his return to PUMA. Prior to his time at ASICS, Yap held several roles at the sporting brand, including senior head of marketing for SEA, head of marketing for SEA, and marketing manager for Singapore, Malaysia, and Vietnam. He also gained experience at Wingtai Asia and Robert Bosch (SEA). During his time at ASICS, Yap led a number of campaigns designed to localise and amplify the brand’s identity, including regional pop-ups, the ASICS women’s retreat, the “A squad” community initiative, and the brand’s sponsorship of the 2025 KL Standard Chartered marathon. In his farewell note, Yap described his time at ASICS as “a journey of purpose, people, and passion”, adding that he was “grateful for the trust, the collaboration, and the belief that we could do things differently—and better.” MARKETING-INTERACTIVE has reached out to PUMA for more information. Yap’s appointment comes on the heels of PUMA’s biggest global campaign to date, “Go wild“, which marks a shift in its brand identity and signals a new chapter focused on redefining performance and driving sustainable growth. The campaign encourages consumers to tap into their instinctive energy through sport, part of PUMA’s broader ambition to connect more deeply with audiences worldwide. 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: Shangri-La Singapore names new director of marketing   Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell    TIME group head of marketing departs  source