marketing interactive

KFC has appointed Tuck Wai Yue (pictured) as its head of eCommerce, loyalty and digital for South Asia. In this newly created role, Tuck will support KFC’s fast-growing markets in Southeast Asia and build on the progress made by the brand’s teams in the region. He will focus on digital, CRM and loyalty, which he described as key business accelerators for KFC, while continuing to drive fan excitement for the brand. He reports to Jack Foley, interim chief marketing officer of KFC South Asia. In conversation with MARKETING-INTERACTIVE, Tuck said the brand’s unique combination of a people-centric and performance-driven culture drew him to the role. “I had originally planned to take some time out before my next role, but the people, energy and ambition within the organisation made this opportunity very difficult to pass up,” he said. Don’t miss: KFC and Pizza Hut conclude media pitch for SG  Prior to taking on the role, Tuck spent eight years at McDonald’s, most recently serving as regional marketing and digital director for the fast-food chain’s Asia business unit. In the role, he supported markets across North, Southeast and South Asia, focusing on digital, media, value and marketing, according to his LinkedIn profile. He first joined the company as director and digital acceleration lead. He also previously served as country head at social media agency We Are Social Singapore, as well as general manager of digital creative agency Nokomai. Speaking about his new role, Tuck said there is a “strong desire at KFC to challenge convention and continue evolving as a challenger brand”. “I’m excited to work alongside a talented team to rethink how digital, CRM and loyalty can create more meaningful and engaging experiences for our fans across Southeast Asia,” said Tuck. Tuck’s appointment comes as the fast-food chain ramps up its campaigns across the region, collaborating with fan-favourite IPs and tapping into local cultural nuances. Earlier in April, the brand teamed up with Butterbear for its “KFC x Butterbear Cuti-cuti Malaysia” campaign, blending collectibles, travel and in-store experiences into a nationwide activation. The campaign brought together KFC’s menu icons and Butterbear through a series of exclusive blind box collectibles, as well as a “tour” across selected KFC outlets. In Singapore, the brand tapped into Singaporeans’ love for K-culture and Samyang Buldak with a limited-time menu pairing KFC’s Double Down burger with the Korean brand’s signature carbonara sauce. The campaign also featured immersive in-store experiences, including themed photobooths, to further build on the Korean-inspired experience. Meanwhile, earlier this year, Madhav Nayak, former chief marketing officer for KFC Asia at Yum! Brands, joined Kenvue as its vice president and chief marketing officer for Asia Pacific. In his new role, Nayak will lead the APAC marketing organisation across all markets in the region, including China, India, Southeast Asia, Japan, Korea, Australia and New Zealand. Related articles:   KFC Philippines turns Quezon Avenue store gold for Garlic Butter Fest comeback KFC turns Songkran chaos into flip-flop stunt with giant Colonel takeover  How KFC SG is making fans feel like VIPs at concerts source

Food courts in Singapore are evolving beyond just quick meals and familiar flavours. Increasingly, they are becoming spaces of nostalgia, storytelling and shared experience, with Food Republic betting big on that shift. Its latest expression of this vision can be seen at Mandai Wildlife Reserve, where diners are transported back to 1970s Singapore through an immersive street food atrium. Life-sized shophouse facades, vintage signage, old cinema references and interactive photo spots such as durian carts and tau huey (‘tofu pudding’) pushcarts recreate the textures of a bygone era, while more than 20 heritage food vendors anchor the experience in familiar flavours. Don’t miss: Hotel vibes at hawker prices? Kopitiam bets big on its next food hall evolution   For Andy Kiu, general manager of Food Republic, this is not an isolated concept, but part of a wider reinvention of what a food court can be. “Food Republic is evolving the food court into a destination for experience and connection. Beyond offering a wide variety of well-loved dishes, each outlet is designed to create a thematic experience that tells a story — drawing from heritage, culture and everyday life in Singapore,” said Kiu in conversation with MARKETING-INTERACTIVE.  This strategy comes to life through immersive environments, open kitchens and curated tenant mixes designed to make dining more social and memorable. At Mandai, that means a full-scale nostalgia play. Elsewhere, it takes a lighter, more programme-led approach. This May, for example, Food Republic is rolling out a Mother’s Day initiative that invites families to take part in DIY “Bestie bracelets” sessions inspired by friendship bracelet culture, alongside a one-day makeover and photoshoot experience at VivoCity set against a 1960s Chinese heritage backdrop.  The aim is to move beyond passive dining into something more participatory. “Beyond good food and a pleasant dining experience, Food Republic has been enhancing its thematic concepts to create added value for our diners,” said Kiu. Food Republic’s approach reflects a wider shift in how food courts are being reimagined across Singapore. Kopitiam, for instance, has recently introduced a more design-led food hall concept that blends the accessibility of a hawker centre with a hotel-inspired dining environment. The outlet features 25 curated stalls, including a mix of heritage brands and newer concepts, alongside open layouts, natural lighting and seating designed for different dining occasions. As consumer expectations shift, Food Republic has been layering experience onto its food-first foundation, repositioning itself around storytelling, cultural relevance and shared moments. Kiu said the move is both a response to changing behaviour and a deliberate strategy to push the category forward. “Changing consumer expectations have made it clear that dining needs to be more engaging and memorable. At the same time, we have been intentional in repositioning Food Republic as more than a traditional food court,” he said. That thinking extends to how the brand approaches curation. Rather than chasing trends, Food Republic looks for cultural signals rooted in local behaviour, from the demographics of each outlet to shifts in how consumers spend their time. From Mandai’s nostalgia-led build to hands-on programmes and heritage-inspired experiences, Food Republic is increasingly positioning itself as more than a place to eat, but a space for participation and connection. Kiu believes this evolution will continue as food courts move towards hybrid formats that blend dining with retail and entertainment. “Food courts are increasingly becoming multi-dimensional spaces that bring together dining, retail and elements of entertainment. We see this as a natural progression, as people look for places where they can do more within a single visit,” he said. “Moving forward, the role of the food court will continue to expand, serving not just as a place to eat, but as a vibrant space that integrates seamlessly into everyday lifestyle experiences,” he added. Related articles:   How Lau Pa Sat transformed a CNY zodiac carousel into a Raya showcase  Tiong Bahru Bakery flips hawker food on its head with Lau Pa Sat collab  Accenture Song reinvents local hawker culture in unscripted documentary  source

Watsons is celebrating 185 years in business with a multi-pronged campaign spanning product discovery, gamified rewards, sustainability efforts and limited-time promotions, as the health and beauty retailer leans into everyday essentials and emotional brand recall. Running from 14 May to 16 September 2026, the anniversary campaign centres on “185 product heroes”, a curated selection of staples across beauty, personal care and health designed to spotlight items already embedded in consumers’ daily routines. These include a mix of health supplements, own-brand essentials and skincare staples spanning daily wellness and beauty routines, alongside personal care products such as hair treatments and oral care solutions. Don’t miss: How Watsons turned a debate about mismatched Raya outfits into a festive musical Watsons said the campaign is designed to make discovery easier, with in-store gondola shelf wings and digital placements on its eCommerce platform highlighting the selected items. Beyond product curation, the retailer is introducing a gamified layer through “185 big smile rewards”, an interactive feature on the Watsons app available from 18 May to 12 July 2026. The mechanic allows users to activate the feature, take a selfie and receive a “Smile score”, which unlocks eCoupons based on performance. Higher scores trigger better rewards, with SG$6 off vouchers tied to perfect scores and tiered discounts for lower scores across two campaign phases. The initiative positions everyday facial expressions as a trigger for rewards, tying into broader themes of self-care and light engagement within retail experiences. Watsons is also linking its anniversary to sustainability through a partnership with WWF Singapore. The “Plant 185 trees with us” initiative will roll out tree-planting activities in July 2026 exclusively for members, with participation tied to purchases of sustainable choice products marked with a green label in-store and online. The mechanics effectively connect purchase behaviour with environmental impact, positioning retail transactions as a pathway to collective climate contribution. To round out the campaign, Watsons will run 185 “buy one get one free” deals from 14 to 20 May 2026 across health, beauty and personal care categories. Offers include a mix of health supplements, skincare essentials and personal care items spanning daily wellness staples, cleansing products and oral care devices. The anniversary framing underscores Watsons’ positioning around everyday wellness rather than episodic campaigns, leaning on repeat-use products as its core brand equity driver. According to the brand, the 185-year milestone reflects its evolution across generations of consumers, from in-store essentials to digital discovery and increasingly social commerce-led shopping behaviour. “Reaching 185 years is a meaningful milestone, but what truly matters is how Watsons continues to be part of people’s everyday lives,” said Irene Lau, managing director of Watsons Singapore and new markets – Watsons International. “It’s in the small, familiar moments — the product you reach for on a busy morning, or the simple comforts that carry you through the day — that we find our purpose. This celebration is our way of saying thank you: by honouring those moments, making everyday care more accessible, and giving back in ways that feel genuine and lasting,” she added. Watsons has also been steadily building out its engagement strategy beyond retail and promotions, leaning into more experiential and storytelling-led formats to deepen emotional connection with customers. In line with this shift, the brand unveiled “The Watsons family” last year, an original character-driven intellectual property designed to strengthen customer engagement across Asia. The concept introduces 16 characters inspired by different MBTI personality types, aimed at turning everyday health and beauty routines into more interactive, emotionally resonant and shareable experiences. Related articles: Watsons MY’s star-studded CNY film puts a fun twist on family reunions   Watsons champions hair confidence through immersive ‘Flip it, flaunt it’ experience   Watsons and ClimatePartner join forces to fight against climate change   source

Singapore-headquartered Ellerton & Co. has launched a European practice based in Switzerland, as the independent communications agency looks to support European companies expanding into Asia and Asian brands entering Europe. Based in Switzerland, the European practice will offer strategic communications, media engagement, public affairs, human rights advisory, integrated marketing services and go-to-market support. Leading the new practice is Gloria Montgomery (pictured left), who joins the agency with experience in public affairs, human rights and strategic communications, including roles with the United Nations and Amnesty International. Don’t miss: Ellerton & Co. elevates leadership trio amid rapid expansion across Asia  The move marks the latest expansion for the Singapore-based agency, which said the new practice formalises work it has already been doing for clients navigating cross-border growth between Asia and Europe. According to the agency, European companies are increasingly looking to tap growth opportunities in Southeast Asia and India but often lack on-the-ground marketing infrastructure to localise messaging and navigate fragmented media landscapes. At the same time, Asian companies expanding into Europe face a similarly complex environment involving multiple markets, regulators and stakeholder groups. The expansion mirrors the agency’s Japan model, where about one in five clients are Japanese and local partnerships are used to adapt content for the wider region. Switzerland already accounts for a similar share of the agency’s client base, with Ellerton & Co. expecting its European business to grow along a comparable trajectory. Managing partner Oliver Ellerton (pictured right) said many of the agency’s European clients see clear growth opportunities in Asia but lack dedicated marketing teams in markets such as Singapore, Jakarta, Hanoi and Manila. “[European clients] need a partner who can be their team on the ground: localising messaging, working in their time zones, and helping them earn credibility in markets that don’t reward generic playbooks,” said Ellerton.  “Switzerland is the right place to anchor that practice. It’s where a meaningful share of our clients already sit, and it gives us the right footing for the rest of Europe,” he explained.  Meanwhile, Montgomery added that expanding into new markets now requires companies to navigate media, policy and stakeholder environments simultaneously. “The European practice builds on that: helping Asian clients build profiles across Europe’s diverse media and policy environments, and supporting European clients with the strategic communications, media engagement, and public affairs work that makes brands credible at home and abroad,” she said. In tandem, Prayaank Gupta, partner at Ellerton & Co said 88% of the agency’s briefs are now multi-market, with a growing number spanning both Asia and Europe.  The launch comes on the back of what Ellerton & Co. described as a record growth year, during which the agency more than doubled its revenue, entered India, launched its creative unit and secured mandates including EHL Hospitality Business School,VFS Global in ASEAN, and Ethiopian Airlines. Related articles:  Ellerton & Co. launches creative studio, expands across Greater Southeast Asia  Ellerton & Co. turns its focus on the Philippines with new senior hires Ellerton & Co. nabs new executive director to drive SEA expansion  source

Emotional connection may soon matter more than brand loyalty itself, as consumers increasingly turn to AI for recommendations, advice and even companionship. This is according to an Accenture report, which found that 34% of consumers said they would switch from a preferred brand to one that makes them feel special, particularly amid ongoing economic uncertainty. The report, titled “Me, my brand and AI: The new world of consumer engagement”, surveyed more than 18,000 consumers across 14 markets including the US, UK, China, India and Australia. It found that generative AI is rapidly becoming embedded in daily life, with 72% of consumers using the technology regularly. More notably, 36% of active gen AI users described the technology as a “good friend”, while nearly one in 10 consumers already rank gen AI as their single most trusted source for purchase recommendations. Don’t miss: Brands struggle with AI disclosure as usage surges across marketing The findings point to a major shift in how consumers discover, evaluate and engage with brands. Rather than competing solely on price or convenience, brands will increasingly need to focus on emotionally resonant experiences and differentiated engagement. The report added that active gen AI users now see AI as one of their top purchase recommendation channels, second only to physical stores. Gen AI ranked ahead of social media, online marketplaces and even friends and family. At the same time, consumers are becoming more open to AI-powered commerce. According to the report, 75% of consumers are willing to use a trusted AI-powered personal shopper capable of understanding their needs and making purchases on their behalf. Against this backdrop, the report warned that brands risk becoming interchangeable if AI agents optimise decisions based purely on pricing or product specifications. Instead, it argued that brands should focus on experiences AI cannot commoditise, including emotional storytelling, immersive experiences and human-centred engagement. Zooming in locally, Christina Yeow, lead at Accenture Song Malaysia, said brands can no longer rely on transactional relationships if they want to remain relevant in an AI-driven environment. She said:  Consumers today are not just looking for convenience. They are looking for brands that understand them, anticipate their needs and make them feel valued. She added that AI presents an opportunity for brands to move beyond traditional personalisation towards more proactive and emotionally intelligent engagement. “Brands that succeed will be the ones that combine AI capabilities with authentic human connection. The technology can enable scale and relevance, but trust and emotional resonance still need to come from the brand experience itself,” she said. According to Yeow, this is especially critical as economic uncertainty continues to shape purchasing behaviour, with consumers becoming more selective about which brands they trust and remain loyal to. The report also highlighted growing concerns around authenticity in AI-generated interactions. About 45% of consumers said AI-generated content lacks personability, while 41% questioned its authenticity. As such, brands will need to strike a careful balance between automation and maintaining a human touch. Beyond marketing, the report also pointed to the rise of “agentic AI”, where AI systems can autonomously complete tasks and make purchasing decisions for consumers. It noted that this could fundamentally reshape traditional consumer journeys, potentially bypassing conventional touchpoints such as banner ads, search engines and retail media placements altogether. To prepare for this shift, brands are advised to strengthen their visibility within large language model ecosystems, invest in AI discoverability and build experiences that foster emotional loyalty rather than purely functional value. “As LLMs transition from being novelty tools to becoming trusted guides for consumers, the risk for brands is not just being misunderstood. It is the risk of becoming invisible. In the Singapore market, where digital maturity is high, brands must pivot from traditional SEO to GEO,” said Simone Morandi, SEA and Oceania lead at Accenture Song.  He added, “By providing high quality, legible data and real-time commerce signals, brands ensure they are not just represented by an algorithm. Instead, they are actively co-authoring the customer journey alongside it.” Morandi also noted that brands are entering an era of “skeptical consumption”, pointing to the report’s finding that 41% of consumers distrust AI-generated content. He explained that for brands in Southeast Asia, the challenge is no longer just about speed, but about standing out through authenticity, creativity and distinctiveness “Winning hearts, minds, and algorithms requires a human-centric approach that uses AI to amplify a brand’s unique personality rather than diluting it. In this new landscape, trust is the only currency that AI cannot commoditise,” he added.  The findings come as Southeast Asia continues to ramp up AI adoption across industries, even as many businesses struggle to turn implementation into measurable returns. According to a recent report by McKinsey & Company, 88% of companies globally now use AI in at least one business function, up from 78% a year ago. The report also found that nearly half of organisations in Southeast Asia have moved beyond pilot stages, placing the region slightly ahead of the global average, with Singapore leading adoption in the region. Related articles: AI shifts CMOs from marketing performance to growth accountability: Forrester   More companies miss revenue targets as AI and volatility reshape B2B growth   Are AI chatbots building the next walled garden? source

Hyundai Motor Company is tapping into the global rise of Korean culture with its support of K-Everything, a new four-part CNN original series hosted and executive produced by  Korean American actor Daniel Dae Kim, best know for his roles in Lost and Hawaii Five-0. Premiering on CNN International and streaming on HBO Max, the series explores the forces behind Korea’s growing influence across music, film, food and beauty. For Hyundai, the move marks a shift away from product-focused messaging towards culture-led storytelling, as the automaker looks to strengthen its connection with global audiences through its Korean roots. Don’t miss: Hyundai appoints new PR agency in Malaysia  Additionally, the partnership aligns with Hyundai’s “Progress for humanity” platform and positions the company alongside a broader narrative about Korea’s rise as a global cultural powerhouse. According to Hyundai, the collaboration reflects the company’s own journey from a domestic automaker to a global mobility brand, mirroring Korea’s transformation into a major exporter of culture and innovation. Across four episodes, K-Everything features voices from some of Korea’s biggest cultural industries. The music episode includes artists such as Psy, Taeyang and Jeon Somi, while the film episode features Lee Byung-hun and screenwriter Kim Eun-sook. The food episode spotlights chefs including Corey Lee and Mingoo Kang, while the beauty episode features model Irene Kim and beauty creator Leo J. “K-Everything marks a significant milestone as we develop a CNN Original Series with our long-standing brand partner HMC for our global audience,” said Cathy Ibal, senior vice president, CNN International Commercial. “We are proud to reach this inaugural moment where K-Everything will showcase the forces behind Korea’s cultural rise, tracing how distinct traditions evolved into global phenomena.” The series forms part of Hyundai’s broader global campaign with CNN International Commercial and builds on a 22-year partnership between the two companies. As brands increasingly look beyond traditional advertising, Hyundai’s latest move underscores how cultural storytelling is becoming a powerful way to build relevance and emotional resonance with audiences worldwide. Hyundai’s latest content push also reflects its broader efforts to align brand storytelling with social and environmental themes beyond mobility. Earlier this year, the company launched “Forests without names“, a global Earth Month campaign spanning South Korea, Argentina and Australia to spotlight underwater “sea forests” and their role in supporting biodiversity and absorbing carbon. The initiative invited the public to help name a marine ecosystem in Australia and built on Hyundai’s wider sustainability efforts, including seaweed restoration projects in Korea and marine waste clean-up programmes across 10 countries. Related articles:   Hyundai hands Malaysia creative duties to The SHOUT GROUP  Cheil Indonesia wins HD Hyundai account, leads creative and digital revamp Shah Rukh Khan and Deepika Padukone embroiled in Hyundai vehicle complaint   source

The Ministry of Transport (MOT) has appointed Bread Butter Bacon as its social media agency. The contract runs for one year with the option to extend up to two additional years. As the appointed agency, Bread Butter Bacon will be responsible for strengthening MOT’s online presence and driving engagement across its social media platforms, including Facebook, Instagram and TikTok. This also includes amplifying key transport messages and supporting MOT’s broader communications objectives through content-led storytelling and digital engagement. According to the tender documents seen by MARKETING-INTERACTIVE, Bread Butter Bacon will be tasked with developing a full social media content strategy and managing ongoing execution. This includes producing an average of 12 posts per month, consisting of carousel posts and short-form video content, as well as designing posters and infographics with a turnaround time of up to 48 hours for certain deliverables. Don’t miss: EDB and Enterprise SG open China agency pitch The agency will also be responsible for end-to-end community management, including monitoring comments and mentions across MOT’s social platforms, proposing responses where appropriate, and providing same-day alerts on negative sentiment arising from ministry announcements or developments. In addition, the scope of work includes media monitoring, performance reporting and strategic optimisation. Bread Butter Bacon will be required to deliver monthly reports covering community growth, content performance, engagement metrics and return on investment indicators, alongside recommendations informed by social media trends, case studies and platform developments. Beyond day-to-day content execution, the agency will be expected to support broader strategic initiatives, including ad-buy planning, influencer collaborations and potential expansion into emerging platforms. This includes identifying suitable key opinion leaders whose audiences and content styles align with MOT’s messaging objectives, as well as recommending posts for boosting based on performance data and budget considerations. MARKETING-INTERACTIVE has reached out to MOT and Bread Butter Bacon for more. The appointment comes as various government agencies continue to refresh their digital communications and social media capabilities, with a growing emphasis on content-led engagement, platform optimisation and audience growth across both local and international channels. Most recently, GovTech has appointed McCann Worldgroup Singapore to provide digital and social media channel management services across its corporate platforms. The contract runs for an initial one-year period, with an option to extend for a further year, bringing the maximum tenure to two years. The appointment covers strategy, content development and daily operations for GovTech’s official channels, which include Facebook, Instagram, LinkedIn, TikTok, X (formerly Twitter) and YouTube. These accounts operate under @GovTechSG, alongside dedicated handles such as @InsideGovTech and @GovTechSingapore. Additionally, the Intellectual Property Office of Singapore (IPOS) has appointed IPG DXTRA as its new public relations agency. Under the contract, IPG DXTRA will provide PR consultancy and media monitoring services on a retainer basis for one year, with an option to extend for a further year subject to performance and at IPOS’ discretion. Related articles: Yellow Ribbon Singapore names new PR agency URA names new social media agency PUB taps new social media agency source

Adidas is bringing football fandom to pets in Singapore with the launch of FIFA World Cup Federation Jerseys for Argentina and Japan, as part of its first-ever pet collection in the market. The jerseys mark a new addition to adidas’ pet line, allowing pets and owners to match kits for the upcoming World Cup. The collection will debut at Furkids Fiesta @ Clarke Quay Fountain Square on 15 May, before rolling out online and at selected adidas stores from 24 May. At its core, the range leans into the idea of pet-and-owner matching outfits, translating adidas’ signature design language into pieces that reflect the emotional bond between owners and their pets. Don’t miss: No thumbs, no problem: How pets are stealing the brand spotlight “As pets increasingly become cherished members of the modern family, Singapore has emerged as one of the region’s most vibrant pet communities,” said Chen Rui Yuan, adidas country manager, when MARKETING-INTERACTIVE reached out. “The whole idea was to extend the ‘Mini-Me’ concept, giving owners a way to visually connect with their pets through shared style.” According to Chen, pets are now central to how consumers live and socialise, with pets today increasingly seen as part of the family and an extension of consumers’ lifestyles, especially among younger urban audiences. The market is also evolving beyond basic pet care into experiences, community, and lifestyle. This comes in the form of pet café culture, outdoor activities and social content. Furthermore, the World Cup tie-in reflects the brand’s broader cultural approach. “The World Cup represents the pinnacle of football, but it has always been a global moment of community, connection and passion. Extending the pet collection into World Cup jerseys was a natural progression,” Chen explained. The collection currently features Argentina and Japan jerseys, a choice Chen said reflects strong emotional and cultural ties in Singapore. “As the reigning World Cup champions and one of adidas’ most iconic federation partners, Argentina commands a global fan base that includes Singapore,” he said. Meanwhile, Japan holds a special place in the hearts of fans in this part of the world, with Japanese culture deeply woven into Singaporean life. While he stopped short of confirming expansion, Chen added that the brand would love for more Singaporean pawrents to be able to celebrate the World Cup alongside their pets. On whether the collection signals a long-term move into the pet category, Chen said the response so far has been positive, with adidas keeping a close eye on consumer reaction. Beyond World Cup jerseys, key pieces from the collection also include the ‘Cali tee’, a cotton single-jersey staple available in four colourways (ballet pink, light blue, bright yellow and Rhine green). The tee features adidas’ Three Stripes detailing and Trefoil branding, and is designed across an inclusive size range for small, medium and large pets. The collection extends into accessories, including a premium leather collar in burgundy and black, finished with gold-tone Trefoil detailing. Through its “Made for you” customisation arm, adidas is also offering personalised elements such as LED Trefoil collars and customised pet bandanas, with vinyl heat press lettering available at selected locations. The launch sits within adidas’ wider FIFA World Cup 2026 storytelling and cultural platform, which has leaned heavily into nostalgia, star power and global football mythology. Recent efforts include “Backyard legends”, a cinematic campaign fronted by Timothée Chalamet that reframes informal street play as the foundation of football greatness. Built on its long-running “You got this” platform, the film pushes a simple idea, that greatness does not start under stadium lights, but in backyards, cages, parking lots and any patch of ground where the ball rolls. It also comes alongside the return of the Trefoil logo to World Cup kits for the first time in 36 years across 25 federations, blending retro design cues with modern performance innovation to connect heritage, culture and contemporary fandom. The kits were unveiled earlier in March at a high-energy launch event in Los Angeles, transforming a standstill of cars into a street-style celebration of football culture with performances by Kaytranada and Baby Keem. Related articles: adidas Originals and Samuel L. Jackson go on a Superstar hunt What ‘authentically Singaporean’ means for global brands like adidas adidas kicks off FIFA World Cup 2026 festivities with star-studded short film source

Chinese lemon tea brand Lam Heung Ling has partnered with Hong Kong-based craft brewery Young Master and its sub-brand HIGHERTHAN to launch a new line of three co-branded canned alcoholic beverages. This partnership marks Lam Heung Ling’s first large-scale expansion into major convenience store channels, including 7-Eleven and Circle K. The move showcases the brand’s robust capabilities in flavour research and development, alongside its increasingly sophisticated supply chain integration. During an interview with MARKETING-INTERACTIVE, Joshua Chan (pictured), marketing and business development director, Lam Heung Ling, said Young Master is a pioneer in the craft brewing industry, and its dedication to quality aligns perfectly with Lam Heung Ling’s DNA of “freshly-made” excellence.   “This partnership is built on ‘Artisanal synergy’ – combining our advanced tea-making technology with their world-class brewing expertise to explore the limitless possibilities of Hong Kong brands in the FMCG sector.”  Craft of zest: Bridging heritage and Gen Z The campaign, titled “Craft of zest: A fusion of heritage and craft spirits,” uses “craft” to emphasise an artisanal approach, while “zest” celebrates the signature perfume lemons that define the brand. This product innovation is a key pillar of the brand’s localisation strategy. Recognising that the younger generation seeks more than just a physical product, Lam Heung Ling aims to foster an emotional connection. By “thinking out of the box” and mixing tea with beer, the brand has carefully balanced tea aromatics and sweetness without overshadowing the character of the alcohol—a move designed to resonate with Gen Z’s preference for multifaceted experiences. “The younger generation doesn’t just care about how a product tastes; they want to understand the art and origin behind the manufacturing process,” Chan explained. The campaign is being promoted through a comprehensive B2C strategy, utilising YouTube, Facebook, Instagram, and in-store posters to engage audiences. Unearthing insights  According to Chan, the concept stems from translating the “freshness” of street-side lemon tea into a premium canned experience. By infusing self-developed tea leaves and perfume lemon extracts into craft beer and vodka highballs, the brand aims to redefine the “industrial” perception of canned drinks. The initiative also signals a repositioning of Lam Heung Ling from a storefront-only model to an omnichannel supply chain brand. By defining a “Premium tea-spirits” niche, the brand hopes to elevate the consumer experience within the ready-to-drink market. Developed by Lam Heung Ling’s in-house team in direct technical collaboration with Young Master’s R&D and marketing departments, the project also seeks to promote synergy among local brands and boost pride in Hong Kong identities among younger consumers. The new products are currently available at 7-Eleven and Circle K across Hong Kong, with a series of in-store events planned for late May to coincide with Lam Heung Ling’s anniversary. The campaign highlights technical milestones such as “extracting only the heart of the tea” and achieving the “golden ratio” through high-design collaborative packaging and targeted digital ads. Point-of-sale materials (POSM), dedicated shelf displays, and cross-promotions within Lam Heung Ling’s physical stores are also being leveraged. “At Lam Heung Ling, we have always been driven by R&D and innovation. This partnership is more than a product launch; it is a tribute to Hong Kong’s creative spirit. By infusing our signature ‘Golden Ratio’ into a canned format through precision engineering, we want to show the market that high-quality traditional flavors can be infinitely extended through innovation,” Chan added.   Founded in 2019, the brand has aggressively expanded its footprint across APAC, including opening its first stores in Singapore and Malaysia over the past year. Moving forward, the brand will continue its Southeast Asian expansion, including the establishment of a new office in Kuala Lumpur later this year. Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence! Related articles: VITA Lemon Tea asks audiences to enjoy every moment in latest campaignVita transforms mailboxes into giant lemon tea drinks across HK source

Redhill has appointed Anuroopa Pereira (pictured) as managing director for Singapore, as the agency looks to strengthen growth and regional collaboration across Southeast Asia. In a statement to MARKETING-INTERACTIVE, the agency said Pereira, who is based in Singapore, will oversee Redhill’s operations across Singapore, Vietnam and the Philippines. She will report to Manisha Seewal, group president of Redhill. In her new role, Pereira will be responsible for driving sustainable growth, strengthening Redhill’s market leadership and delivering financial performance across the Singapore business. Her remit also includes new business development, stakeholder engagement, revenue growth, client leadership, strategic advisory, and talent development. Don’t miss: Redhill opens new office in Mongolia, marking 34th global location Pereira joins Redhill with experience across both in-house and consultancy roles. Over the course of her career, she has held senior leadership positions at Applied Materials and Sabre, alongside agency roles at Archetype, Ruder Finn Asia and PRecious Communications. According to the company, Pereira has led high-profile communications campaigns across her career, helping clients strengthen visibility and market positioning. She is also recognised for building and mentoring teams across both corporate and agency environments. “I’m truly delighted to welcome Pereira to the Redhill team. We are operating in an increasingly dynamic and fast-evolving landscape, where clients look to us not only for execution, but for strategic counsel grounded in insight, foresight, and sound judgment,” said Seewal.  She added, “Pereira brings with her a wealth of experience and a deeply thoughtful approach to leadership that will be invaluable as we continue to grow and support our clients’ ambitions. I am very much looking forward to partnering with Pereira, and I am confident that, together, we will achieve many meaningful successes in the years ahead.” Speaking on her new role, Pereira said, “I’m incredibly excited to join the Redhill team in Singapore and be part of such a dynamic, forward-thinking organisation. Redhill’s strong reputation for integrated communications and regional expertise makes this an inspiring next chapter for me. I’m deeply grateful to Jacob Puthenparambil (founder and CEO of Redhill) and Seewal for the opportunity, and I look forward to contributing and growing alongside the team.”  The appointment comes as Redhill continues to expand its international footprint and regional partnerships. In March, Redhill partnered with BHM Holdings to establish a communications bridge between Asia and Africa. The partnership brought together more than 300 communications professionals across 20 markets across Asia, Africa, the UK and the US, while giving clients access to services spanning brand and corporate communications, media relations, digital marketing, creative services, reputation management, stakeholder engagement and government relations. Related articles: Zeno Group appoints new managing director for Singapore   FleishmanHillard Singapore managing director Mei Lee exits   72andSunny names Singapore managing director source