marketing interactive

IPC charity organisation Unlocking ADHD is flipping the narrative on the condition with a new campaign film titled “Focus on us”. The public awareness video features an all-ADHD cast and seeks to challenge stigma. It also celebrates alternative ways of seeing the world.  The video starts with certain cast members struggling to focus but are later seen flourishing in their crafts and talents whether its singing, painting, fixing puzzles and more. The narrator also encourages viewers to focus on individuals with ADHD and see them as imaginative creators, eager socialisers and spontaneous energisers. The narrator also reminds viewers to never mistake differences for weakness.  Don’t miss: Classic The Beatles hit ‘Help!’ reimagined into youth mental health anthem The video was directed by Shaun Yeo of Loco Motion and was based on a concept by late-diagnosed ADHDer and creative director Tay Guan Hin. “This is more than just a video — it’s a movement. Created with authenticity by ADHDers, it challenges stigma and flips perceptions,” Tay said. In addition, UA has unveiled Differently wired minds, a 180-page hardcover book featuring more than 60 stories of ADHDers across ages, industries, and backgrounds. The book reframes ADHD through stories of resilience and creativity while offering practical strategies to thrive. Proceeds support Unlocking ADHD’s work as a charity. “Differently Wired Minds offers the collective voice of the ADHD community in Singapore. By sharing struggles, strengths, and strategies, we hope to inspire greater empathy and understanding,” said Moonlake Lee, founder and director of UA. UA has also launched Unlocking ADHD – MINDSET Support Hub, a new initiative in partnership with Jardine Matheson Group’s MINDSET. Funded with SG$1 million over three years, the hub offers ADHD-informed counselling, coaching, and other support programmes designed with and for the community. The initiatives come as Unlocking ADHD marks its fourth anniversary and observes ADHD Awareness Month this October, coinciding with World Mental Health Day on 10 October—a moment when many brands spotlight their support for mental health. One such brand is Sephora and Rare Beauty by Selena Gomez, which ran its “Make a rare impact” campaign from 10 to 12 October 2025. During the campaign, Sephora donated 100% of sales from new Rare Beauty fine fragrances to the Rare Impact Fund, covering both in-store and online purchases across 25 markets, including Australia, Brazil, Canada, France, Hong Kong SAR, India, the UK, the US, and Sephora at Kohl’s locations. Launched in 2020 by Gomez, the Rare Impact Fund aims to mobilise US$100 million for organisations expanding access to youth mental health services and education worldwide. Since its inception, it has raised over US$20 million and supports 30 organisations across five continents. Related articles:Sephora and Rare Beauty reunite to mark world mental health day  Jobstreet by SEEK launches ‘We see you’ to break silence on workplace mental health  Geneco celebrates the beauty of losing your way in latest mental health campaign  source

The Coca-Cola Company claimed the crown as ‘eCommerce Brand of the Year’ at the 8th annual Asia eCommerce Awards, presented by MARKETING-INTERACTIVE. With a dazzling haul of nine Gold, one Silver, and one Bronze, the global beverage giant surged past last year’s champion, Nestlé (Zone AOA). Coca-Cola’s triumph was driven by standout campaigns such as “Coke&Go”, “FoodMarks”, “Grab Hyper-Segmentation”, “Philippines Christmas 2024 with foodpanda”, and “Australia – Refining eCommerce Excellence”. These projects collectively swept 11 categories, including major accolades ‘Best Brand – Food & Beverage’, ‘Best eCommerce Solution’, and ‘Best Campaign – Holiday/Seasonal Marketing’. The race for the top honour was fiercely contested, with strong performances from Singtel, iNova Pharmaceuticals, Miramar Hotel and Investment Company, Ngong Ping 360, Shell Pilipinas Corporation, Yahoo, MoneyMax Jewellery, AIA Carnival, and former titleholder Nestlé (Zone AOA). Asia eCommerce Awards Marketplace / eRetailer of the Year winner, Watsons. Another highlight of the evening saw Watsons unseat ZALORA to claim ‘Marketplace / eRetailer of the Year’. Its campaign “Watsons Playlist: The P-Pop Power Concert” earned a Gold for ‘Best Campaign – Community-Driven Interactive Experience’ and a Bronze for ‘Best Campaign – Social Commerce’. Meanwhile, WPP Open X rose as ‘eCommerce Agency of the Year’, ending DKSH eCommerce’s four-year reign. The agency brought home eight Gold, one Silver, and one Bronze, including multiple wins for Coca-Cola campaigns executed in partnership with Grab. Other agencies recognised for creativity and innovation included ADA Global, iMagic eSolutions, DKSH eCommerce, RED² Digital, Great Deals eCommerce Corporation, Prizm Group, Section, The Great Entertainment Group, and LEAP Commerce. Asia eCommerce Awards eCommerce Agenct of the Year winner, WPP Open X. Click here for the full list of winners. This year’s Awards brought together 17 judges from leading regional brands, who evaluated entries to crown the very best in eCommerce. The winners were revealed on 16 October at the Shangri-La Singapore Hotel, celebrating innovation, creativity, and excellence across the industry. Congratulations to all winners for setting new benchmarks in eCommerce. MARKETING-INTERACTIVE looks forward to seeing another year of groundbreaking campaigns and bold ideas at the #AsiaeCommerceAwards 2026. source

POP LAND has opened its first overseas pop-up in Singapore, setting up at Bugis+ from 15 to 26 October. Located at Level 2 Atrium and operating daily from 10am to 9.30pm, the store brings the brand’s pastel-themed, collectible-driven appeal to fans in the city-state. The pop-up features exclusive POP LAND merchandise unavailable elsewhere, alongside photo-ready installations designed for social media engagement. Popular character MOKOKO is also on display, adding to the store’s “cute and collectible” allure. Don’t miss: POP MART expands to Bandung with new immersive store experience  Entry is strictly by registration, which opened on 14 October via POP LAND Singapore’s official social media accounts (@popmartsg). Visitors must register with details matching their NRIC or passport and present the same ID for verification. Children aged 12 and under can enter without registration but are not eligible to make purchases. Registered shoppers have a 20-minute timeslot to browse and complete purchases. Management has emphasised that duplicate registrations will be cancelled and attempts to re-enter the store will be refused. Admission does not guarantee the purchase of any specific item. The Singapore pop-up marks POP LAND’s first foray outside China, reflecting the brand’s ambition to expand internationally while creating a highly curated, immersive experience for fans. It follows the brand’s recent activation at VivoCity, where POP MART brought ‘The monsters wacky mart’ series to life across two locations until 19 October. At the Sky Park on Level 3, visitors can wander through the Labubu Mini Market, a rooftop takeover featuring oversized installations and immersive photo zones. Meanwhile, the East Court on Level 1 houses a pop-up retail space offering exclusive merchandise and other collectible items. Related articles:POP MART cracks open SEA’s collectibles craze with Lazada partnership  POP MART reportedly launches film studio for Labubu animated series productsPOP MART launches mini Labubu to boost sales  source

Raffles Hotels & Resorts is ushering its legendary service into a new era. With the launch of the second chapter of its global campaign, “The Butler did it”, the brand is using storytelling and bespoke experiences to modernise its image, while staying true to its heritage. Raffles’ chief brand officer Claudia Kozma Kaplan explains that “The Butler did it” concept evolved from a desire to present Raffles in a bold and unmistakable way, creating imagery so distinctive that it could only belong to Raffles,” she said, adding that:  Storytelling is central to our brand marketing strategy as it allows us to craft not just campaigns, but living narratives that immerse our guests and invite them to step into a world of theater, inspiration, and discovery. Don’t miss: How luxury pop-ups are redefining exclusivity  Set against the historic grandeur of Raffles London at The OWO, the campaign blends cinematic flair with the brand’s signature butler service, featuring Tim Easton alongside a star-studded cast including Henry Golding, Jacquetta Wheeler, and Amalie Gassman. The first chapter introduced audiences to Raffles’ iconic Butler Service in its flagship Singapore property, with Easton joined by Waris Ahluwalia, Robert Rabensteiner, and May Siu. It highlighted how Raffles anticipates every guest need – from private tours to in-room dining – while positioning the brand as elegant, cinematic, and globally expanding. This narrative approach extends beyond film and photography. Through “The Butler did it experiences”, Raffles has created bespoke itineraries curated by its butlers, turning guests from passive spectators into active participants. From sharing afternoon tea with royalty in Cambodia to uncovering London’s hidden stories on a private historical journey, each experience is designed to immerse guests in a culturally rich, one-of-a-kind journey unique to each property. Kozma Kaplan notes that these itineraries also reflect how the butler role has evolved: beyond impeccable service, today’s butlers are cultural connectors and trusted guides, opening doors to moments and stories that cannot be accessed otherwise. When it comes to its campaigns, wit, elegance and intrigue are balanced. In fact, Kozma Kaplan likened each activation to a staged play: wit adds sparkle, elegance anchors the production in sophistication, and intrigue keeps audiences leaning forward. By blending these elements with sensitivity to cultural nuance, Raffles creates campaigns that resonate equally in cosmopolitan cities such as London and across the vibrant markets of Asia Pacific. Selecting the right creative collaborators is equally crucial. Raffles sought out a team that instinctively understood the interplay of heritage and modernity. Working with creative director Trey Laird, photographer Dylan Don, and stylist Robert Rabensteiner, Raffles’ campaigns honour the DNA of the hotel while introducing a fresh lens that surprises and delights audiences. Heritage remains a foundation for the brand, dating back to 1887, yet each new property allows Raffles to reinterpret its history for contemporary luxury travellers. “We honour our rich history through hallmarks such as our legendary butler service, while evolving the guest experience – from design to programming to culinary offerings – to meet the desires of the modern luxury traveller. The result is a brand that feels both steeped in history yet perfectly in step with today’s world,” Kozma Kaplan said. Maintaining consistency across diverse markets is key. Raffles’ global expansion – from Jaipur and Sentosa to upcoming openings in Jeddah, Lake Como, Los Cabos, Shanghai and Tokyo – ensures that every property delivers a consistent red thread of legendary service and enchanted glamour while allowing each hotel to reflect its own locale and culture. The brand’s core remains the same: Service that is anticipatory, personalised, and deeply personal. “This balance allows us to remain unmistakably Raffles, while ensuring that each experience feels unique,” Kozma Kaplan added. Through these immersive experiences, Raffles also strengthens its marketing impact. The brand looks beyond occupancy numbers, focusing on earned media value, social engagement, guest sentiment, and brand advocacy to understand how deeply its stories resonate. Kozma Kaplan notes:  The truest measure of impact is when guests not only return, but also retell their Raffles moments as personal stories of their own. Ultimately, the campaign forms part of a broader strategy to modernise Raffles’ perception. While the brand has always been synonymous with luxury, the goal is to present a sophisticated yet warm, accessible yet aspirational image. “While we are an ultra-luxury brand, we don’t want people to think of us as stuffy or exclusive, because our hotels are very warm, welcoming places where we want people to feel like the best version of themselves,” says Kozma Kaplan. Looking ahead, Raffles sees luxury hospitality marketing evolving toward deep, participatory storytelling – cinematic, immersive, and interactive, using digital innovation and cultural partnerships to craft narratives that feel both global and personal. Through “The Butler did it”, Raffles is proving that true luxury is no longer just about opulence – it’s about narrative, experience and the ability to transform every stay into a personal story. Related articles:   Study: 90% of APAC luxury travellers book with wellness in mind Luxury goes pop: How music videos are the new catwalks for high fashion brands  From dosas to door greets: Marriott Hotels’ 24-hour welcome goes global source

Virgin Active is challenging Singapore’s relentless hustle culture with its latest initiative, “Recharge” — a two-week campaign designed to remind people that rest is as essential as a workout. Rolling out across all Virgin Active clubs, the campaign invites Singaporeans to “tune out the grind and tune into your mind” through curated experiences that promote recovery and mindfulness. From sound baths and zero-gravity sleep pods to ice rooms, hydrotherapy spa pools and regeneration zones equipped with Hyperice devices, “Recharge” champions rest as active self-care rather than indulgence. The push is grounded in findings from Virgin Active’s Wellness Trends Survey 2026, which polled 1,000 Singaporeans aged 25 to 65. The study revealed that while 41% view sleep and recovery as key to wellness, 37% struggle to maintain it — with nearly half (44%) consistently battling poor sleep. Another 28% said they rarely or never make time for intentional rest. Don’t miss: Virgin Active picks media agency for SG and TH  To tackle this growing deficit, Virgin Active has partnered with Somnus Sleep Wellness, offering members monthly sleep masterclasses and personalised assessments to help improve sleep quality and optimise recovery habits. “With so many Singaporeans struggling to get proper rest, it’s increasingly important to make space for recovery in today’s overactive world,” said Julien Bera, country director for Singapore and Thailand at Virgin Active. “Wellness isn’t just about working hard; it’s about knowing when, and how, to pause. We provide the expertise, experiences, and tools to help the community recharge, maintain balance, and embrace holistic health every day,” he added.  By framing recovery as a vital part of overall well-being, “Recharge” reinforces Virgin Active’s positioning as Singapore’s leading holistic wellness provider — one that’s as committed to helping members rest as it is to keeping them active. Those keen to experience the campaign can sign up for a free trial at Virgin Active. “Recharge” and the partnership with Somnus Sleep Wellness are part of Virgin Active’s broader move into the wellness space. Last year, the fitness club teamed up with NOVI Health to offer members a curated selection of scientifically backed meals tailored to individual wellness goals. The prepared options fall into five categories — ‘Muscle Mastery’, ‘Revive & Recover’, ‘Eat Lean’, ‘Stay Lean’ and ‘Fit Fuel’ — each designed to support specific outcomes while prioritising taste, freshness and nutritional value. In a separate interview with MARKETING-INTERACTIVE, Bera said the club’s evolution beyond being just a gym is both strategic and timely. “This is especially timely in an era where the boundaries between work, social life, and personal well-being are increasingly fluid,” he said. “In addition, the convergence of wellness and fitness will become even more pronounced, and gyms need to adapt to this shift by offering services and programs that embrace this holistic approach.” As such, Virgin Active has moved beyond the traditional gym model to provide an end-to-end experience that integrates physical training, mental wellness and recovery. According to Bera, this reflects the brand’s belief that wellness should be holistic, seamless and sustainable.  Related articles:  Anytime Fitness appoints Akcelo as agency of record, plots major brand transformation Virgin Active calls out toxic wellness fads in bold new global campaign  How Virgin Active is choosing to flex its muscles amidst changing consumer needs  source

Singaporean personal care brand Blunies Express is encouraging commuters to smell nice in public with its latest pop-up activation at Bugis Junction. Designed as an MRT cabin complete with route map, seats and standing poles, the installation offers an Instagram-worthy, immersive experience that goes beyond the launch of the brand’s deodorant range. Visitors can participate in a range of activities, from winning free deodorants and exclusive merchandise to claiming limited-edition sticker packs or a copy of Blunies Papers. A standout feature is the “send-a-stink” hint, which lets fans anonymously alert someone they think smells, along with a free deodorant. Don’t miss: Prasarana pulls HYGR ad from trains, tightens ad reviews  The pop-up follows a pre-launch stunt, where Blunies’ self-styled Pit Patrol officers patrolled MRT stations near popular spots, handing out playful summons for offences including “Boo, you smell” “Your armpits deserve better”, “Your armpits are screaming for help”  and “Showering once a day isn’t enough.” Each ticket also promoted the pop-up, taking place from 14 to 19 October, encouraging recipients to visit and join the fun. The campaign taps into a viral cultural moment earlier this year. In January, TikToker Steph L (@mianbaobreadpan) sparked debate over Singaporeans’ hygiene habits, urging people to shower before leaving home. Responses were split: some viewers argued daily morning showers are unnecessary, while others defended the practice of using deodorants or body wipes as sufficient. Local data underscores the relevance of the campaign. A The New Paper survey found that 80% of Singaporeans commute via public transport, yet only 29.2% shower once a day on weekdays, increasing slightly to 35.4% on weekends. The combination of high commuter traffic and inconsistent hygiene habits highlights the opportunity for a playful intervention like Blunies Express. The activation also reflects regional trends in personal care marketing. Last year, Malaysian brand HYGR gained attention with its LRT takeovers in Kuala Lumpur, featuring comic-strip train wraps, overhead grab handles, posters, and QR codes linked to gamified Instagram filters offering discount vouchers. Blunies’ MRT pop-up similarly merges humour, interactivity and public transport to spark engagement while reinforcing the importance of deodorant use. Related articles:   Dove seeks an underarm ambassador ahead of US Open 2025 Deodorant brand HYGR takes over LRT lines with interactive redesign Dove celebrates courage by empowering Filipino women to #FreeThePits  source

The Singapore Tourism Board (STB) has called a pitch for a new creative agency partner to drive its global marketing and communications strategy from 2026 onwards. Independent consultancy Ebiquity has been appointed to assist STB in managing the pitch and evaluating proposals. The new appointment will take effect from February 2026 for an initial period of two years and two months, with the option to renew for another two years, and subsequently for one additional year. According to tender documents seen on GeBIZ, the appointed agency will work closely with STB’s marketing group in Singapore to deliver destination marketing for both leisure and business tourism, while also supporting its strategic communications. The selected agency will serve as STB’s lead marketing partner, responsible for ensuring unified and seamless integration across creative, digital, media, and communications plans in line with the board’s destination brand strategy. Don’t miss: STB taps Ebiquity to power up global agency strategy   Key services outlined in the RFP include account management, marketing strategy counsel, creative conceptualisation and execution, social media management, influencer marketing, and marketing innovation. The agency will also be required to participate in STB’s annual scoping exercise to plan campaigns for each financial year, with historical benchmarks indicating around one large, three medium, and five small campaigns annually. Beyond planned initiatives, the agency may also support opportunistic marketing efforts as directed by the board. STB further requires the appointed agency to propose an approach for developing diverse creative responses, which may involve coordinating multiple creative teams to deliver distinct campaign concepts for competitive selection. The creative partner will develop and execute marketing initiatives across STB’s key international markets, including China, India, Indonesia, Japan, South Korea, the United States, the United Kingdom, and Australia, as well as emerging markets such as Saudi Arabia, France, and Mexico. The contractor is expected to tailor strategies to local market nuances while maintaining brand coherence and alignment with STB’s global narrative. The tender is part of STB’s efforts to advance its Tourism 2040 (T2040) roadmap, which aims to position Singapore as a top-of-mind destination amid shifting travel trends and a rapidly evolving marketing landscape. The agency will provide strategic counsel on STB’s overall marketing strategy, develop integrated campaigns and content strategies, and leverage emerging technologies such as generative AI to optimise marketing outputs and effectiveness measurement. The contract comes as STB’s existing arrangement with its incumbent agency consortium, The Shophouse @ Publicis — comprising BBH Communications, ZenithOptimedia, Digitas, and Prodigious — sets to conclude in March 2026. WE Communications currently manages STB’s public relations in Singapore. MARKETING-INTERACTIVE has reached out for more information.  This follows STB’s earlier tender in September for an outsourced creative production team to handle its digital content needs, also set to begin in February 2026. The appointed team will be responsible for producing social, graphic, video, and digital assets for platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, and print, working closely with STB’s marketing activation unit. According to tender documents seen by MARKETING-INTERACTIVE at the time, the contractor will act as the employer of the creative team, overseeing manpower management, recruitment, and compliance with employment laws. Related articles: Singapore Tourism Board names new PR and digital marketing agency for HK  STB names veteran Oliver Chong assistant chief executive of international group  STB seeks integrated agency to amplify SG brand in UK source

Mobile growth across Asia is being driven by three powerful forces: mainstream AI apps, the rise of short-form drama and the untapped potential of third-party Android stores for low-cost user acquisition. A study by mobile advertising platform Mintegral found that Generative AI apps are no longer niche, with 16 apps in the region having surpassed US$10 million in revenue, while 25 exceeded 10 million downloads. Chatbots and AI art generators are leading the charge, showing that consumers are willing to pay for AI-driven productivity and creative tools. For marketers, this creates a large, conversion-ready audience for AI-powered utilities, from finance and PDF/chat apps to community and lifestyle tools. Don’t miss: Singapore leads in AI adoption, but customer service still falls short  Short-form drama, particularly episodic content designed for micro-binging, has also surged across APAC, with Indonesia accounting for 39% of downloads, followed by Brazil, the Philippines, Thailand, Mexico, and Japan. Most of these apps monetise via advertising (around 90%), giving performance marketers clear levers – including rewarded video, daily check-ins, and in-app unlocks – to balance reach, retention, and monetisation. Beyond Google Play and the App Store, alternative Android stores – including Xiaomi, Amazon, Samsung, Oppo, Vivo and Huawei – are quietly delivering cost-efficient user growth. Case studies on Amazon’s store, for example, show cost-per-install rates as low as US$0.26 to 0.42, with daily installs ranging from 2,000 to 5,000 depending on genre and bidding strategy. These platforms allow marketers to diversify distribution, reduce competition for inventory, and unlock incremental scale. What this means for advertisers With AI apps and short-drama formats surging, marketers can no longer treat these channels as experimental. Mobile-first consumers in APAC, particularly Southeast Asia, are engaging beyond the traditional duopoly of social and video platforms, making it essential to rethink audience strategies. For advertisers, the opportunities are clear. Campaigns can leverage AI features to create engaging content and optimise episodic, bingeable short-drama formats using rewarded video, daily check-ins, and in-app unlocks. Expanding into third-party Android stores also offers cost-efficient access to high-intent users at scale, unlocking new pathways beyond conventional app stores. In Singapore alone, digital ad spend is expected to surpass US$1.94 billion this year, an 11% year-on-year increase, reflecting both rising digital maturity and intensifying competition for consumer attention, according to We Are Social’s Digital 2025 trend report. Similarly, in 2025, Malaysia’s total advertising revenues are expected to reach MYR 9.6 billion (US$2.0 billion), growing by 6.7%. Digital media owners’ advertising revenues are projected to grow by 9.9% to MYR 7.5 billion (US$1.6 billion), accounting for 78% of total advertising budgets, revealed MAGNA in a report. Related articles:China’s micro-drama industry booms: How brands can script their own success It’s 2024 and yet brands are still struggling with getting mobile experiences Study: SEA makes up 55% of global in-app promos on mobile games  source

T8 Creations (formerly AnalogFolk Asia) has launched T8 Co-Create, an in-housing service designed to empower in-house design teams with fresh perspectives, structured mentorship, and flexible creative resources. This comes as T8 Creations recognises that in-house creative teams have become a cornerstone of financial services organisations. Banks such as DBS, Standard Chartered, HSBC, and Citibank now employ hundreds of UX and UI designers and developers. At the same time, fintechs such as Grab, Gojek, and Shopee, as well as major insurers, have also developed large internal design capabilities. Across Asia, an estimated 4,910 UX professionals are embedded in financial services, fintech, and insurance firms, according to LinkedIn data.  “T8’s goal is to work with internal teams, not around them,” said Chris Ryan (pictured left), co-founder and managing director of T8 Creations. “We know the incredible expertise already exists inside client organisations. What we provide is the external spark – the mentorship, cross-industry exposure, and strategic direction that helps already strong teams go further.” While management consultants excel at providing business guidance, they are rarely set up to deliver senior creative leadership at the same level. T8’s model bridges that gap, specialising in creativity, design strategy, and customer experience, and ensuring they sit at the heart of problem-solving. Unlike production houses that simply place designers into roles, often without assessing fit or providing guidance, T8 Co-Create is designed to match the right designer to the right challenge, and then support them through continuous mentorship from senior creatives, ensuring growth and perspective beyond day-to-day delivery. It also aims to foster cross-sector inspiration, bringing lessons from financial services, retail, travel, and technology into the client context; delivering customer-centred design from the start, embedding talent in discovery as well as execution. It also looks to help clients bypass headcount freezes without sacrificing quality; as well as working alongside internal teams to elevate output and share ownership of outcomes. “In-housing should never mean teams left to fend for themselves, or external staff dropped in without context,” Harry Llufrio (pictured right), executive creative director of T8 Creations added. “It should mean empowered designers with the right mix of internal knowledge and external inspiration. That balance is what T8 Co-Create delivers. We have decades of industry-acquired experience to offer the best possible mentorship. For us, it is an investment to ensure our clients get the very best.” The service is launching first in the financial services sector, where demand for adaptive customer experiences is highest, and where internal teams are already leading the charge. MARKETING-INTERACTIVE has reached out to T8 for more information.  Don’t miss: AnalogFolk rebrands to T8 Creations to bolster offerings in Asia The move comes after AnalogFolk Asia rebranded to T8 Creations (T8), marking its full independence from UK agency AnalogFolk Group and a sharpened focus on its core strengths in modern service design. With offices in Hong Kong and Singapore, and planned expansion to Bangkok, the strategic move positions T8 to deepen its impact across Asia and beyond, delivering intelligent, human-first connected experiences for ambitious businesses.  Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: AnalogFolk rebrands to T8 Creations to bolster offerings in AsiaAnalogFolk wins global duties for Pernod Ricard Winemakers source

Singaporeans are always on the go, but KITKAT is reminding them to hit pause with its latest initiative: Break Buddies, a set of four limited-edition collectibles designed to celebrate uniquely Singaporean ways to unwind. Available from 15 October at participating retailers, each Break Buddy brings a playful, local twist to KITKAT’s iconic “Have a Break, Have a KITKAT” tagline. The characters — BBT Buddy, Chill Homie, Gym Bro and Travel Kaki— represent different approaches to recharging: grabbing a bubble tea, sweating it out at the gym, taking a weekend getaway, or enjoying a cozy night in. Each collectible is sized to hold a KITKAT 2-Finger, reinforcing the connection between taking a break and enjoying a KITKAT. Don’t miss: Cute, cuddly, calculated: How plushies are helping brands stay relevant The campaign taps into the reality of Singapore’s fast-paced lifestyle. With hectic commutes, long workdays, and endless deadlines, many locals rarely pause to recharge, creating the perfect opportunity for a playful reminder. “The Break Buddies collection is more than just a series of adorable, snack-size characters; they’re a playful nudge for everyone to hit pause and enjoy their favorite break ritual, ideally with a KITKAT in hand,” said Jocelyn Ho, business manager for foods and confectionery, Nestlé Singapore. “In today’s fast-paced world, it’s easy to get swept up in the hustle. We believe that taking a quality break, even a short one, a deep breath, a quick stretch, or just resting your eyes, can make a big difference,” Ho added.  Priced at SG$14.90, the Break Buddies Box includes a random collectible and 2 x KITKAT 10s sharebags. The collection is available at FairPrice, Cold Storage, Giant, Sheng Siong, Prime, 7-Eleven, Cheers, and online via FairPrice Online, while stocks last. To further encourage mindful breaks, KITKAT has also teamed up with cult-favourite collectible brand POP MART and its thoughtful mascot DIMOO. The collaboration, unveiled earlier in July, brings a gentle, playful reminder to slow down and enjoy simple pleasures, offering keychain pouches in three designs and tote bags in two designs, each paired with popular KITKAT products. Related articles:  Feeling kan cheong? KitKat and POP MART pack breaks into blind boxes  KitKat drops $80 ‘commuter camo’ hoodie to help Aussies dodge small talk  KitKat swaps smartphones for chocolate in clever twist on iconic slogan source