marketing interactive

CHAGEE is celebrating its eighth anniversary with a refreshed identity and a global push that signals how far the modern teahouse brand has travelled, and how much further it wants to go. The brand dropped its new cup design this week, a visual update inspired by the Ancient Tea Horse Road and packed with motifs that nod to heritage, movement, and cultural exchange. Roses, tea trees, horses, and sailing ships sit against a constellation pattern, a symbol the brand says represents the universal language of tea and its “8 to infinity” theme for the year. The milestone comes as CHAGEE accelerates its global ambitions. The brand recently listed on Nasdaq, surpassed 7,000 stores worldwide, and continued its expansion across Asia Pacific and the United States. Its anniversary campaign stretches across the region with merch drops, giveaways, app-based rewards, and platform-specific activations rolled out market by market. Across the region, each market saw a slightly different flavour of the rollout. Don’t miss: How CHAGEE’s flagship strategy brews deeper ties in Malaysia Singapore In Singapore, CHAGEE launched an Instagram giveaway offering eight sets of its anniversary merchandise. Users must follow @chagee.sg, comment on their favourite element of the new cup design, and tag a friend. Eight winners will receive a full merchandise set, including a signature shoulder bag, lanyard and pin. The giveaway ends on 23 November and is open to Singapore residents. The market is also running a scratch and win activation across all outlets, giving customers the chance to redeem prizes during the anniversary period. Singapore is amplifying the refresh through the region-wide anniversary film as well, a piece that traces the role CHAGEE plays in shared moments with family and friends, anchoring the “8 to infinity” theme in everyday connections. The film is being pushed across local social channels as part of the campaign rollout. CHAGEE added that its growth in Singapore since launching Orchard Gateway has been driven by what it described as the connections made “through tea”. Malaysia Malaysia rolled out a heavy social push leading up to the refresh, starting with teaser visuals on 8 November. The market launched multiple contests, including a birthday celebration giveaway for customers who spent RM30, as well as a three-day anniversary quiz from 12 to 14 November that rewarded 10,000 users daily with a free BO·YA jasmine green milk tea. CHAGEE Malaysia also hosted an anniversary event featuring a crystal ball workshop, framed as a symbol of clarity and connection. Additional posts highlighted the refreshed cup design, CHAGEE’s milestones — from Halal certification to more than 200 outlets — and newly released anniversary merchandise such as signature pouches and limited-edition pins. Philippines In the Philippines, CHAGEE kicked off celebrations with the region-wide anniversary film, followed by a giant cup installation at Glorietta and SM City Fairview. The activation offered 100 free cups daily from 15 to 17 November, along with photo challenges and giveaways tied to the new designs. The market also ran multiple Instagram contests, including a motif-inspired giveaway for its CHAGEE 8 infinity gift boxes. A one-day pin giveaway on 17 November rewarded purchases of its large BO·YA jasmine green milk tea, while app users could collect stamps for drink rewards and participate in referral-based contests throughout the month. CHAGEE Philippines also partnered with influencers to amplify the refreshed identity and released limited-edition bags and lanyards as part of its merch drops. Indonesia Indonesia rolled out one of the most extensive reward programmes in the region, with month-long stamp collection rewards on the CHAGEE app, free drinks via a 12 to 14 November quiz, referral incentives offering prizes such as a MacBook, and a leaderboard awarding infinity gift boxes to the top 88 spenders, with AirPods 4 for the top user. The market also invited fans to join an intimate anniversary dinner at Henshin, The Westin Jakarta, where winners were selected through a social contest. Ahead of the celebration, CHAGEE installed giant cups at AGORA Mall, where visitors could earn free drink vouchers by snapping photos and scanning a QR code. The anniversary culminated in a rooftop event on the 67th floor of The Westin Jakarta, where the brand unveiled its constellation cup design and hosted a perfumery workshop inspired by CHAGEE’s tea scents. Thailand Thailand’s celebrations centred on digital engagement, merch drops and collaborations with local creators. Influencers showcased the refreshed motifs and packaging, anchoring visibility for the new anniversary identity across social platforms. The market also pushed social-led contests and app-based incentives, including stamp collection rewards, vouchers and referral bonuses aligned with the regional playbook. The campaign kept the “8 to infinity” narrative front and centre through creator amplification and social activity. “Our refreshed design represents both reflection and renewal. Eight years ago, CHAGEE began with a small idea and a big dream to share the art of modern tea culture with the world. We are thankful for the customers and partners who have believed in that vision. From 8 to infinity reflects our hope to build a brand with true longevity, one that continues to bring new energy and creativity to the global tea experience for many years to come,” said Eugene Lee, chief marketing officer of CHAGEE APAC. The anniversary comes as CHAGEE Singapore opens its first tea and retail concept, CHAGEE Pagoda House, on Pagoda Street in Chinatown. The flagship blends heritage and modern tea culture, inviting visitors to “Sip, stay, and shop”. Inspired by Chinatown’s history as a hub for merchants and storytellers, the space features timber accents, patterned tiles, and communal seating to spark connection. A hand-painted mural by Tell Your Children (TYC),”Where Jasmine meets Orchid”, celebrates the meeting of cultures and generations. Related articles: CHAGEE brews excitement with Bes-tea plushies debut in the PhilippinesCHAGEE opens flagship store in HK as part of global expansionCHAGEE and POP MART hit the tennis court in playful collab source

Havas is reportedly in preliminary talks with WPP over a potential strategic arrangement, according to media reports. The discussions remain at an early stage, with no agreement or structure yet finalised. Options reportedly include a full merger, minority stake investment, or long-term strategic partnership, with Havas considering a minority stake rather than a full merger.  Acquiring a share in WPP could give Havas a stronger foothold in one of its main competitors and enhance both groups’ position as challengers in an industry increasingly shaped by large-scale consolidations, such as the pending Omnicom-Interpublic merger. Don’t miss: Agency agenda: Sir Martin Sorrell says ‘Data is not the enemy of creativity’  If realised, the transaction could create the world’s second-largest advertising network by revenue, reshaping the competitive landscape for clients and talent. MARKETING-INTERACTIVE has reached out to Havas and WPP for comment but had not received a response at press time.  The potential Havas–WPP talks come as Omnicom prepares to complete its US$13.5 billion acquisition of Interpublic Group by late November, pending EU regulatory approval. The merger is set to create the world’s largest advertising holding company, surpassing Publicis Groupe and WPP, with projected revenues exceeding US$20 billion. John Wren, Omnicom’s chairman and CEO, said the deal will combine talent and resources to accelerate growth across data, media, creativity, production, and technology.  Wren added that integration teams from both companies are working “tirelessly” to ensure a smooth transition for clients and staff, with both networks continuing to secure new business. Moreover, rumours also have emerged that Omnicom may retire its DDB network as part of the integration. The move would dissolve one of advertising’s most influential brands, which sits alongside BBDO and TBWA as Omnicom’s three main creative networks. At the same time, Japanese advertising giant Dentsu is reportedly exploring the sale of its international business. The move comes as the group evaluates strategic options, with potential buyers, including industry players and private equity firms, are already being approached. According to FT, insiders say Dentsu aims to have a clear roadmap by year-end. Options under consideration range from selling a minority stake to a complete divestiture of its overseas operations. To manage the process, Dentsu has appointed Mitsubishi UFJ Morgan Stanley and Nomura Securities to identify potential buyers in what is expected to be a multi-billion-dollar deal. In a statement dated 29 August, Dentsu Group said it has not made any announcements with regards to its international business plans. “With regards to the international business, the company is rebuilding the business foundation and reevaluating underperforming businesses. At the same time, the company is exploring strategic alternatives to enhance corporate value, but no decision has been made at this time,” the statement read.  Related articles:   WPP launches Open Pro to put AI marketing power directly in clients’ hands    Omnicom to close US$13.5bn IPG deal by November  Havas and Horizon Media join forces on US$20b AI-driven global network  source

Wicked mania officially landed in Singapore yesterday, and the island didn’t waste a second rolling out its most dramatic makeover yet. The Asia premiere of Wicked: For Good saw Cynthia Erivo, Ariana Grande, Michelle Yeoh, Jeff Goldblum and director Jon M Chu strut down a full-fledged Yellow Brick Road at Weave and Universal Studios Singapore, both transformed into a gleaming, larger-than-life Land of Oz. Resorts World Sentosa and Sentosa Development Corporation also dialled things up, turning the island into a festive Oz-scape with glowing gardens, towering hats, bubble-lit photo spots and night-time shows straight out of Emerald City. Once a cultural moment hits this hard, brands do what brands do best: hop on their broomsticks and ride the wave. Here are the ones that trendjacked Wicked with more flair than a flying monkey. Don’t miss: Step into Oz: Grand Hyatt Jakarta unveils a Wicked-themed escape with Universal Pictures 1. Absolut Vodka Absolut wasted zero time working its magic, dropping a limited-edition Wicked: For Good x Absolut sequin sleeve that flips from Glinda pink to Elphaba green with a swipe. The brand paired the release with a slick, spellcraft-esque video showing the sleeve “transform” in real time, a colour-changing gimmick that feels right at home in Oz. It’s available for a limited run, and judging by the comments, fans are already treating it as if it might sprout wings and fly off the shelves. 2. Build-A-Bear Build-A-Bear leaned straight into the fandom with a Wicked: For Good collection that pairs a bubblegum-pink Glinda bear with a perfectly emerald Elphaba counterpart. The drop landed both in-store and online, complete with the brand teasing that it’s “time to fly”, a fitting cue when your bears are dressed for spellcasting. Cute, collectible, and just chaotic enough to charm both theatre kids and anyone who just really likes a well-dressed plush. 3. Care Bears Not to be outdone in the bear department, Care Bears rolled out its own pink-and-green duo in a Wicked: For Good two-pack, and promptly turned it into a full-blown giveaway moment. Fans were invited to snag the pair for a theatre date at the premiere, complete with all the classic entry steps: likes, follows, tags and a bonus-story share for the overachievers. It’s pure Care Bears energy, wholesome, a little chaotic, and perfectly timed to ride the Wicked wave. 4. Dunkin’ Donuts Singapore Dunkin’ Singapore jumped straight into the spellbook with two new drinks: the “Wicked green matcha” and the “Wicked pink refresher”. The brand dialled up the musical references in its caption, teasing fans with lines such as Dancing Through Life and Isn’t that Wonderful?, subtle as a flying house. The duo drops just in time for the film’s release, letting fans literally drink the pink-and-green agenda. Perfect for anyone who wants their beverages with a side of Broadway drama. 5. Extra Gum  Extra Gum went all-in on the pink-and-green palette with limited-edition Wicked: For Good packs featuring Glinda on classic bubble and Elphaba on spearmint, a flavour pairing as unlikely (and iconic) as the witches themselves. The brand pushed the hype with a movie-night giveaway, bundling the gum with matching pink-and-green sweatsuits, blankets, water bottles and even a theatre gift card. Fans just had to tag their chosen movie buddy and drop the hashtag. It’s sweet, on-brand, and very “friends defy gravity together”. 6. HEYTEA Singapore HEYTEA jumped on the Wicked wave with Wicked matcha, a two-tone drink inspired by Glinda and Elphaba. The brand went full fantasy with a pink cheese cloud naturally tinted with dragon fruit and lifted with pomelo, stacked over a deep green base of ultra-fine 1000-mesh matcha. They even crowned it with “Wicked dust”, because why stop at theatrical when you can go full sorcery? The drink dropped with a one-day BOGO promo, a neat little spell to pull fans through the door. 7. LEGO LEGO got playful with Wicked: For Good, turning behind-the-scenes moments into tiny, brick-built spectacles. From brooms to bubbles, the short video recreated the magic of the film in miniature, proving that even in Lego-land, Glinda and Elphaba still steal the spotlight. It’s a cheeky, collectible twist on the premiere hype that fans could watch again and again. 8. Stanely 1913 Stanley 1913 put a Wicked twist on its signature tumblers with a trio of limited-edition colours: pink, green, and a magical purple. Practical meets spellbinding, these tumblers let fans carry a little Emerald City with them everywhere, whether it’s coffee, tea, or a potion of your choosing. Functional, collectible, and undeniably Instagrammable, it’s everyday hydration with a dash of Broadway flair. Related articles: Some ‘Wickedly’ good trendjacks by brands  Brands ring in Taylor Swift and Travis Kelce’s engagement with cheeky trendjacks   Red light, green light: These Squid Game trendjacks stopped us in our tracks source

StarHub has rolled out a new brand platform titled “We got you”, created with TBWASingapore, as it launches its 5G Unlimited+ plans in Singapore. The platform cements the telco’s push to position itself around connection and peace of mind rather than the category’s usual focus on speed and data. It introduces the “Hublings”, a cast of all-green, non-speaking characters designed to represent the brand’s promise of reliability and care. According to StarHub, the Hublings act as quiet helpers working behind the scenes to ensure seamless experiences. They front the campaign film, which takes viewers into their playful world as they work to keep customers connected. Don’t miss: StarHub concludes media pitch The brand platform debuts alongside StarHub’s new 5G Unlimited+ range. The plans offer unlimited 5G local data, global roaming, and contract-free options, positioning them as a “worry-free” upgrade for customers who want consistent connectivity whether they are in Singapore or travelling. The campaign is the first major expression of StarHub’s creative partnership with TBWASingapore, which came on board as its agency of record in 2023. It will run across social, YouTube, bus wraps, digital screens, and outdoor formats from 14 November 2025. “’We got you’ is more than a campaign; it’s our brand promise in action. In our hyperconnected world, we believe staying connected should be simple, seamless and worry-free. Our new 5G Unlimited+ Plans and adorable Hublings aim to deliver just that,” said Jun Shea, VP of consumer marketing, StarHub.  In tandem, Peter Khoury, chief creative officer at TBWA Asia and Singapore said, “At its core, ‘We got you’ is a brand promise of care and connection, and the Hublings are our creative way of personifying and showing that in action. The all-green characters are warm, playful and delightfully human, representing StarHub’s consistent and personal dedication to its customers. They bring the brand promise to life in a fun and memorable way, making it clear, simple, and unmistakably StarHub”. This follows StarHub’s recent move to deepen its content ecosystem through a strategic partnership with Mediacorp. Under the collaboration, Mediacorp’s streaming service mewatch will carry StarHub TV+ content packages, giving viewers access to global blockbusters, live sports including the Premier League, and curated Asian titles in one place. The tie-up responds to increasingly fragmented viewing habits by creating a unified content destination with flexible micro-packages and free subscription options. Advertisers are expected to gain from the combined scale and capabilities of both companies through precision-targeted live TV ad insertion, enabling more effective reach and measurable outcomes across integrated TV and digital platforms. Related articles: StarHub launches Singapore’s first real-time ad replacement for live TV  StarHub takes full ownership of MyRepublic Broadband in Singapore       StarHub calls time on mindless scrolling with wellness festival  source

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes. This week at MARKETING-INTERACTIVE: we kicked off a new podcast, Luckin Coffee got playful with Tom & Jerry, and we unpacked the Singles Day frenzy, all while chowing down some sambal. We’ve got all the spice right here, tune in.  Don’t miss: Gen Z perspectives: Mustafa Centre goes digital, Coca-Cola’s AI ad & Sephora’s Mariah Carey-filled Christmas 1. Agency agenda: Sir Martin Sorrell says ‘Data is not the enemy of creativity’ Speaking on Agency Agenda, MARKETING-INTERACTIVE’s newest Marketing Connected podcast series with agency leaders, Sir Martin Sorrell shared an unfiltered view of where the global advertising industry is headed. The founder of WPP and current executive chairman of S4 Capital believes the sector is at a critical turning point shaped by AI, economic pressure, and shifting global power markets. Read more here.  2. Luckin Coffee brings Tom & Jerry chaos to cups in latest collab Luckin Coffee Singapore is stirring up nostalgia with its latest collaboration featuring the iconic cartoon duo Tom and Jerry. In its latest campaign, the coffee brand introduced its all-new Mascarpone Latte, described as “silky Danish mascarpone meets bold, full-bodied espresso”. According to Luckin Coffee Singapore, the collaboration was designed to “add a dash of nostalgia and a sprinkle of mischief to the holidays”. Read more here.  3. Beyond discounts, what’s driving Southeast Asia’s Singles’ Day surge? Singles’ Day is proving once again to be Southeast Asia’s dominant retail event, far outpacing Western shopping days such as Black Friday and Cyber Monday. According to Meltwater social listening data from 29 September to 28 October 2025, Singles’ Day generated 47,800 mentions, accounting for 93% of all conversations, while Black Friday recorded just 3,190 mentions (6.2%) and Cyber Monday only 244 mentions (0.48%). The pattern holds across reach and engagement, cementing Singles’ Day as the region’s top-of-mind shopping moment. Read more here.  Related articles: Audi Singapore shifts gears with new creative agency    UOB head of strategic comms steps down, moves into social services    Mantayay secures US$5M, says AI will boost creation without replacing creators source

Wisma Atria has teamed up with Barbie for the first time this Christmas, rolling out a creative-led campaign titled “Upon iridescent wings” from 7 November to 26 December. Anchoring the activation is “Wings of Christmas,” a couture exhibition at the L1 Indoor Atrium featuring more than 70 one-of-a-kind Barbie dolls dressed in sustainable looks by local artists, designers, and students from LASALLE College of the Arts and the University of the Arts Singapore. The showcase is helmed by Barbie doll collector Jian Yang’s #FlushableFashion and creative crafter Dawn Koh’s #wingsofchildhood, with select couture dolls — including Koh’s pieces and other exclusive designs — going under the hammer in a silent auction. All proceeds will support HCSA SPIN through the Community Chest. Don’t miss: Giant Mofusand cats pounce around SG in playful takeover Beyond the exhibition, the mall is stacking interactive touchpoints to drive footfall and social engagement. Shoppers can join the “Wings of childhood: Iridescent angel wings” workshops held every Saturday, where participants customise their own Barbie with upcycled materials and have their creations displayed on the mall’s outdoor LED screens. A six-metre iridescent Christmas tree at the L2 Outdoor Space sets the backdrop for the “Capture the magic” Instagram contest, while new-to-mall brands such as Joocyee, Judydoll, Century Bakkwa, LeTAO Le Chocolat, Flying Tiger Copenhagen and Sunglass Hut anchor gifting discovery. “Barbie symbolises imagination and hope and has inspired generations to dream fearlessly and express themselves freely. These qualities underpin our Christmas theme ‘Upon iridescent wings’, which is conceptualised to spark imagination, demonstrate fun ways to contribute to sustainability and inspire creativity by showcasing talents of no less than 70 talents and brands,” said Brandon Teo, deputy general manager of Wisma Atria. “We are proud to do our part for the less privileged by donating all proceeds from the auction of Barbie Couture Creations to HCSA SPIN through the Community Chest,” added Teo.  The campaign follows a wider shift among Singapore malls leaning on global IPs to drive festive footfall. Most recently, CapitaLand Malls prepared a full-scale Mofusand festive takeover across 17 malls and several workspaces, making Singapore the first Southeast Asian market to host the character on such a large canvas. Shoppers can expect themed décor zones spanning ‘Fruit Meow’, ‘Board Shark’, and ‘Donut & Coffee’, with Bugis Junction uniting all three for a flagship “Mofusand Holidays” experience. The campaign also marks the return of the eight-metre Donut Meow inflatable at Capital Tower and Plaza Singapura, alongside a mall-wide Festive Fur-tography contest encouraging Instagram sharing for a chance to win eCapitaVouchers. Related articles:  Amazon turns customer reviews into holiday theatre with Benedict Cumberbatch  Penfolds wraps holiday gifting in nostalgia with new ‘postal’ collection  ‘It’s Time!’ Sephora brings holiday magic to life with Mariah Carey  source

Mandai Wildlife Group has teamed up with Disney for an exclusive year-end campaign inspired by Zootopia 2, marking one of its most high-profile entertainment collaborations to date. The activation, titled “Join the wild patrol!”, invites visitors to step into the world of Zootopia through immersive themed zones such as a reimagined downtown city and Marsh Market. Running until 4 January 2026, the experience transforms parts of the Mandai Wildlife Reserve into an interactive playground where guests can go undercover as recruits on a series of investigations. Don’t miss: Mandai Wildlife Group hunts for media agency Visitors can go undercover alongside characters Judy Hopps and Nick Wilde on a family-friendly mission, taking part in challenges such as spotting silhouettes in the reimagined downtown, solving sound-based puzzles at the ‘Transfer Tube Network’, and following clues through the ‘Marsh Market’. Completing each task earns participants stamps toward an official Wild Patrol badge and certificate. Fans can also enjoy a themed boat ride through ‘Marsh Market’, meet and greet sessions with Zootopia characters, and exclusive photo opportunities at the Zootopia-inspired police department set-up at the zoo entrance. To mark the collaboration, Mandai has rolled out a Disney Zootopia adventure bundle offering one adult and one child admission for SG$75, which includes a Mandai-exclusive Zootopia 2 plush keychain. Early buyers will also receive a limited-edition Zootopia-themed magnet set, available to the first 500 redemptions daily. The experience is supported by retail and F&B exclusives, including a Mandai-exclusive Zootopia-themed cup, themed apparel, plushies, and accessories available across Singapore Zoo, River Wonders, and Bird Paradise. Members of Friends of Mandai can access additional perks such as sticker sheets, collectible magnets, discounts, and a chance to win exclusive hampers. According to Mandai Wildlife Group’s LinkedIn post, the initiative aims to combine education and entertainment by blending Zootopia’s animal-driven narrative with real-world conservation messages. Visitors can also take part in Animal Encounters sessions, where Mandai’s keepers share insights into wildlife protection and animal behaviour. MARKETING-INTERACTIVE has reached out for more information. The Zootopia 2 collaboration builds on Mandai Wildlife Group’s ongoing efforts to use storytelling and partnerships to deepen public engagement. It also ties into the group’s broader year-long celebration of Singapore’s 60th anniversary, which has seen Mandai spotlight its role in the nation’s collective memories through the “Mandai is wild about SG” campaign — featuring limited-time offers, immersive animal experiences, and partnerships with local charities and SMEs aimed at making nature more accessible to all. Belina Lee, deputy CEO, transformation and growth at Mandai Wildlife Group, said at the time that the campaign was rooted in the reserve’s place in Singapore’s shared memories. Related articles: JISOO chooses her wild in new music video with STB and Mandai    SIA and Mandai Wildlife Group team up to bring tourists in and let the wild out    Mandai’s latest gamified campaign lets you choose your wild adventure source

Jewellery brand Pandora has established its new Asia headquarters in Singapore as part of a push to expand across the region. The Singapore office will oversee Pandora’s Asia Cluster, managing a mix of owned-and-operated stores and distributor markets. The move, supported by the Singapore Economic Development Board (EDB), signals the brand’s long-term commitment to both established and emerging markets in Asia. Located in Marina Bay, in the heart of Singapore’s financial district, the headquarters will initially house around 50 staff across branding and marketing, market development, and operations. Recruitment is expected to begin in the coming months. Don’t miss: How Raffles Hotel is banking on the buttler to modernise luxury “Asia presents a tremendous opportunity for Pandora. With dynamic markets like India, Japan, Indonesia and South Korea poised for expansion, Singapore’s strategic location and vibrant business environment make it the ideal base for our expansion in the region,” said Massimo Basei, chief commercial officer at Pandora. “We are investing in a dedicated set-up and bold hiring plans to build a strong foundation for sustainable growth.” In tandem, Dino Tan, senior VP and head of Europe, EDB, said, “We welcome Pandora’s decision to establish its Asia headquarters here, leveraging Singapore’s position as a business hub for consumer companies looking to expand their reach across the region. Pandora’s expanded presence will add to the vibrancy of global lifestyle and consumer brands in Singapore and create exciting job opportunities for Singaporeans.” Currently, Pandora has store presence in these Asia markets: Singapore, Malaysia, Thailand, Hong Kong, China and Japan.  MARKETING-INTERACTIVE has reached out for more information.  The Singapore headquarters is part of Pandora’s broader global expansion strategy. In addition to crowning Singapore as its Asia base, the brand recently opened a new distribution centre in Maryland to power growth in the US. The facility is designed to support Pandora’s omni-channel strategy, reflecting the company’s commitment to strengthening its operations and presence across key global markets. Pandora is not the only jewellery brand setting sights in Singapore. In October this year, Chow Tai Fook opened a new upscale concept store at Changi Airport’s Jewel. Singapore is the Chinese brand outside China for the brand’s new chain of premium outlets.  The jewellery retailer already runs eight such outlets in cities such as Beijing, Shanghai, Wuhan, Shenzhen and Hong Kong, with plans to open one such store in Bangkok, Thailand by the end of the year.  Related articles: Pandora Talisman collection gives a voice to HK’s loves   Chow Tai Fook unveils new concept store in HK  Jewellery brand LVNA denies fake diamond accusations as endorsers distance themselves source

As artificial intelligence continues to reshape business, marketers are asking a critical question: how can design and customer experience (CX) stay human in a world increasingly dominated by algorithms? Deloitte Singapore believes the answer lies in measuring, and investing in design maturity. Deloitte Singapore’s newly launched Design Experience Index (DXI), launched in partnership with Singapore Design Week, aims to provide a framework for organisations, particularly in Southeast Asia, to assess the impact of design on their business. “Design has always been intangible. The DXI gives business leaders a way to grasp and link the intangible with the tangible, and make design decisions that drive growth,” explained Dorothy Peng, partner, customer strategy and design, Deloitte Singapore. Don’t miss: Agentic AI and the CX reset: The tech changing how brands serve and retain customers Built on analysis of over 250 companies across six sectors and six countries, the DXI evaluates organisations across six design domains. It highlights where design is driving real business outcomes, and where it isn’t. According to Deloitte’s research, Singapore leads the region in design sophistication, with Thailand close behind. Surprisingly, digital design scored lowest, reflecting inconsistencies in quality and execution despite widespread adoption. It also found that 81% of customers are willing to pay more for a better experience, with customers today demanding more seamless, intuitive and personalised experiences, without any downtime or switching costs—be it in-app, in-store, on websites, or for services. Meanwhile, bad CX could also cost businesses more than USD 3.7 trillion annually, with 57% consumers likely to abandon a brand after just one poor experience, making it a silent killer of all businesses worldwide.  Deloitte shared, that according to existing studies, design-led organisations win with faster growth, greater loyalty and higher returns. For every SG$1 invested in experience design, will result in a return of SG$100 as a strategic multiplier moving beyond just aesthetics. On a country-level view, Deloitte found that although SEA organisations value design, they are slower to integrate forward-looking capabilities.  Zeroing in on Singapore, digital experiences are held to stricter benchmarks and design outlook is more mature. According to Deloitte’s DXI, Singapore’s design-led organisations set rigorous benchmarks, often aligning with global standards. With structured processes, repeatable methodologies, and deep customer understanding, they use design as a competitive differentiator: from DBS’s award-winning digital transformation to Carousell’s frictionless marketplace. Speed and scalability are hallmarks, but digital design innovation still lags, with stricter measurement needed to gauge returns on design investment. The DXI report also highlights that risk-averse corporate cultures can slow big bets, and gaps remain in inclusivity. By embedding accessibility as a default and leveraging sector-specific digital sandboxes, Singaporean organisations can scale innovation, pioneer digital design, and set the regional standard for human-centered, equitable experiences. Beyond the benchmarks The insights go beyond benchmarks. “Good CX design means putting the customer first. For a long time, companies have been designing against what they need, but now, we’re seeing a big shift to placing emphasis on what the customer needs instead, and it works,” Peng told MARKETING-INTERACTIVE. “A strong design culture correlates with better outcomes across all domains. But too often, companies prioritise technology over understanding what consumers need,” she added. “A lot of times it’s not a technology problem. It’s always a human, or a person, or a CX problem. Solve that first, and the right solution will come in.” Meanwhile, effective CX is almost invisible, argued Ignatius Ong, director, customer strategy and design, Deloitte Singapore. “In almost any experience around the world, the moment you find that something annoys you, or something is troublesome, that is bad design.” He added that: “Good design is actually invisible, because it’s so natural to you that you don’t see it.”  Ong also said that good design puts the customer first. He referenced examples such as Apple’s devices, saying, “When you turn on your iPhone, for example. It just works, and nothing goes wrong. You get everything done and everything just magically happens.” Peng concurred, adding that: “It’s seamless, frictionless, personalised, delightful, like all the keywords we discussed earlier, but simple. When it’s done well, it actually falls into the background.” The DXI also sheds light on the intersection of design and AI. “AI is prevalent, but it’s a tool, not an answer in itself. The why needs to be answered first,” said Peng. “With AI, you need to humanize it. How can you make it more accessible to people of all groups, generations, or cultures?” She highlighted the shift from hyper-personalisation to personification: “How do you personify the brand? How is the brand perceived by the customer? That is more important than just giving a personalised message. The way it’s delivered, the brand tone, the experience you design for me as a customer—that’s what matters.” Related articles:How brands can innovate customer experience through design-led thinking2025: When creativity meets CX orchestration What’s a ‘peak-end rule’? Neil Patel explains the secret recipe to enhancing CX source

Converse and Coca-Cola have joined forces for a limited-edition sneaker and apparel collection, bringing together two of the world’s most recognisable cultural icons. The collaboration celebrates creativity, individuality and joyful connection, offering fans a way to express themselves while paying tribute to the legacies of both brands. Rooted in over a century of cultural influence, Coca-Cola and Converse have inspired generations in their own ways. Coca-Cola stands for happiness, optimism, and shared moments, while Converse champions individuality and self-expression through style. By merging these legacies, the brands aim to provide fans, particularly in ASEAN and the South Pacific where sneaker culture thrives among Gen Z and Millennials, with something wearable, customisable and personal. When MARKETING-INTERACTIVE reached out, Coca-Cola said, “Everyone’s a Chuck and every story is worth sharing, whether told through a favourite pair of sneakers or a shared bottle of ice-cold Coke.” “We’re thrilled to be partnering with Converse to bring this collaboration to life, creating something that reflects the timeless qualities of both brands. Coca-Cola has always been about bringing people together, sharing moments of joy, and celebrating creativity and this collection brings all of that to life in a fresh, wearable way. We can’t wait to see fans across the region making these pieces their own and sharing their stories, just like we’ve always celebrated through our brand,” said Tin Le Trung, Coca-Cola trademark lead for ASEAN and South Pacific.  Don’t miss: Coca-Cola seems to have learnt its lesson from the 2024 Christmas ad, but why are audiences divided?  The partnership emerged naturally from shared values. Both brands balance timeless appeal with contemporary relevance and Converse, with its generational significance and strong influence on youth culture in the region, proved to be the perfect partner to translate Coca-Cola’s spirit into fashion. Coca-Cola added that the global partnership allows the brand to translate the Coca-Cola feeling beyond its glass bottles into a wearable form that speaks directly to youth culture. The collection draws inspiration from Coca-Cola’s signature design elements, including the iconic ribbon, red-and-white colour palette, green glass bottle highlights, and classic graphics. At the centre is a limited-edition Chuck 70 in Coca-Cola red, crafted with premium materials and refined design details that reflect the brand’s distinctive identity. Alongside the Chuck 70, the collection features a wider range of Chuck Taylor All Star styles in four colourways inspired by Coca-Cola flavours: Classic (Original Taste), bright white, silver (Coca-Cola Light) and black (Coca-Cola Zero Sugar). These designs are made for everyday wear, giving fans the opportunity to select a style that best reflects their personality. Customisation is a key feature, with laces, sockliners, left license plates, and ankle patches allowing each pair to be uniquely personalised. Apparel offerings include a graphic fleece hoodie, jersey tee, tote bag and cozy pom-pom beanie, all incorporating elements of both brands’ heritage. The collection merges utility, style and storytelling in wearable form, giving fans multiple ways to celebrate the partnership. The global campaign, titled “Everyone’s a Chuck,” features a film directed by Bradley K. Calder, starring rapper Vince Staples as Chuck, the personification of the Chuck Taylor. Stills by Sam Balaban highlight individuality and self-expression, reinforcing the idea that everyone has a story worth sharing. In Singapore, the campaign is being brought to life through Instagram collaborations between Coca-Cola SG and Converse SG, while additional market-specific activations, including influencer-led styling content, are planned across ASEAN and the South Pacific. The creative direction was a joint effort, led by Converse’s global design team in close collaboration with Coca-Cola’s brand and licensing teams. Together, they ensured the visual language of both icons was authentically represented, blending Converse’s timeless silhouettes with Coca-Cola’s iconic palette, ribbon and heritage details to create a collection that feels both classic and fresh. While the collaboration is global, the collection will be available in key markets including the US, Australia, Chile, Mexico, Spain, and South Africa. In ASEAN and the South Pacific, it will be sold in Singapore, the Philippines, Indonesia, Australia, New Zealand and Vietnam, with each market bringing its own cultural energy to the launch. Despite regional differences, the core spirit of the collection, celebrating connection, creativity and self-expression, remains consistent. This collaboration follows a similar strategy Coca-Cola pursued last year with snack brand OREO, where the two brands teamed up to launch limited-edition products and a unique digital experience for fans. The OREO Coca-Cola sandwich cookie and Coca-Cola OREO zero sugar drink combined playful design with interactive elements, including a Spotify-powered “Bestie mode” platform that allowed fans to sync music tastes with friends, blending physical products with a digital experience. Similar to the OREO partnership, the Converse x Coca-Cola collection continues Coca-Cola’s focus on creativity, connection, and cultural relevance. By bringing its brand to fashion through a globally recognised partner, Coca-Cola is once again offering fans a tangible and personalised way to engage with the brand, building on the success of past collaborations that merge iconic products with immersive, shareable experiences. Related articles:   Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell  Local pulse, global idea: Coca-Cola’s recipe to resonating with young consumers Friend or foe? How OREO and Coca-Cola perfected the art of brand collaboration  source