Super Coffee x Ryan Bakery
11. Social & Creator Kancils [11.6 Best use of Creator Collaboration]
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Links:
Product/Service:
White Coffee
Client:
Super Coffee
Brief:
SUPER is a familiar name on Malaysian shelves, but in white coffee it competes as a challenger against long-established local giants. To cut through, SUPER signed Ryan Bakery, a content creator with a huge and loyal following among Malay audiences, as its new brand ambassador. The brief: launch this partnership with a commercial that makes SUPER White Coffee part of his audience’s daily ritual. It could not feel like a celebrity endorsement bolted onto an ad. It had to feel like Ryan’s own content, with the humour and everyday Malaysian moments his fans love, while making SUPER’s product truth unmistakable: a smooth, creamy cup made with skim milk powder and free of trans fat. As a challenger, the brand also had to be seen early and remembered, across a 60-second digital film and a 15-second TVC
Solution:
Ryan Bakery’s fans don’t just follow him. They follow his characters, and they know every catchphrase by heart. So instead of fitting Ryan into an ad, we built the ad out of his world. Working closely with Ryan, we mapped his signature characters and their most famous lines, then looked for one everyday scenario where they could all collide. We landed in a classroom. Ryan plays a teacher running on empty, the afternoon slump every Malaysian knows. As he drifts off, his imagination takes over: one by one, his students turn into Ryan’s own characters, each firing off the punchline his audience has been quoting for years. Chaos, until he reaches for a cup of SUPER White Coffee. Smooth, creamy, and he’s back, re-energised and in control. To his fans, it plays like a new Ryan Bakery episode, not an ad. That’s why it worked: SUPER earned its place in his world by speaking his audience’s language, while the product stayed the hero of the story.
