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”. Featuring the world’s most iconic frenemies in a adorable makeover, the tie-up invites fans to “sip, collect, and relive their favourite Tom and Jerry moments”. With exclusive festive drinks and collectibles, the brand said the campaign celebrates “simple joys, friendly rivalries, and the warmth of the season”.
The launch follows a playful teaser strategy earlier in November, with the brand prompting fans to guess the flavour through an Instagram contest. “Something pawsome is making its way to our stores, can you sniff it out?” teased Luckin’s 2 November post, hinting with a rhyming clue: “mouse-carpone latte”.
The mascarpone latte itself was chosen as the hero product to tie the collaboration together. “We are always experimenting with trendy flavours in our drinks,” the brand said. “The mascarpone latte, inspired by premium Danish mascarpone cheese and crafted with Arabica beans, is creamy, indulgent, and full of character. The use of cheese is a playful nod to Tom and Jerry’s iconic love for cheese, adding a fun, nostalgic twist to a luxurious coffee experience.”
Beyond the beverage, the collab extends into limited-edition merchandise, available in sets from November. Highlights include the Tom and Jerry duo set featuring two drinks and a Tom keychain, and the Bowling Tom set with one drink and a vacuum flask. From 17 November, customers purchasing two drinks in a single transaction can also claim a free set of themed stickers, while stocks last.
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“The campaign was designed to appeal to both young adults who love trendy, Instagram-worthy drinks, and nostalgic fans who grew up watching Tom and Jerry,” said the brand. “By blending pop culture with premium coffee craftsmanship, we created a cross-generational experience that excites younger consumers while sparking fond memories for older fans.”
Luckin Coffee added that the response so far has been “overwhelmingly positive,” with customers sharing their love for the drink’s “creamy, dessert-like flavour” and “adorable limited-edition packaging and merchandise.” The collectibles, from cups to keychains, have seen “high demand in the first few days of launch.
The brand hinted that more nostalgic partnerships could be on the horizon. “While we can’t share details just yet, we’re always exploring creative collaborations that bring joy and new experiences to our customers,” it said. “The success of the Tom and Jerry collaboration has shown us that nostalgic, character-driven tie-ins truly resonate.”
The social media strategy for the campaign was led by PROTOCOL, which injected the duo’s signature mischief into Luckin Coffee’s typically sleek brand aesthetic.
“Tom and Jerry’s nostalgic, slapstick humour naturally complements Luckin Coffee’s youthful and easygoing energy,” said PROTOCOL. “We saw this collaboration as a fun way to merge their classic playfulness with Luckin Coffee’s modern, lifestyle-driven appeal — creating something that resonates across generations.”
The teasers leading up to the launch leaned heavily on the chaos and energy that define the franchise. “We leaned into Tom and Jerry’s exaggerated, over-the-top antics — the chases, the chaos, the energy — to build anticipation and spark curiosity online,” the agency added. “These motion-led teasers captured the spirit of the duo while playfully hinting at what was to come, keeping our followers guessing and engaged.”
According to PROTOCOL, the campaign has seen “overwhelmingly positive” fan engagement since launch, with social feeds flooded by fans showing off their drinks and collectible merchandise. The team also spotlighted the limited-edition Tom and Jerry merchandise in their content plan to drive excitement both online and in stores.
“Luckin Coffee is always looking for meaningful ways to connect with people from all walks of life,” the agency said. “Partnering with a beloved duo like Tom and Jerry allowed us to bridge generations — bringing nostalgia to older fans while introducing the characters to a younger audience through the Luckin Coffee experience.”
The collaboration taps into a broader trend of food and beverage brands leveraging nostalgic IP to create limited-edition experiences. By combining a whimsical tie-in with tangible merchandise, Luckin positions the campaign to appeal not only to millennial and Gen Z coffee drinkers but also to fans of the iconic characters.
The initiative follows a string of creative brand collaborations by Luckin Coffee Singapore.
Last month, the brand partnered with the Institute of Mental Health (IMH) to launch “UNSEEN // SEEN”, a social initiative and fundraising campaign highlighting mental health through art.
Running from 23 October across all outlets, the campaign showcased artwork created by IMH patients under the guidance of occupational and art therapists, with limited-edition merchandise including fabric coasters and tote bags representing personal journeys of recovery and resilience.
Earlier this year, Luckin also collaborated with language learning app Duolingo on a cheeky campaign featuring a Singapore-exclusive drink and collectible merchandise. Fans could snag Duolingo-themed items such as cup sleeves, paper bags, and sticker sets, including a “coffee chat” sticker set with every purchase of two drinks, reflecting Duo’s signature playful charm.
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