Mamee Monster x Christy Ng
8. Brand Experience & Activation Kancils [8.5 Best launch/relaunch]
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Links:
Product/Service:
Mamee Monster Noodle Snack
Client:
MAMEE-DOUBLE DECKER (M) Sdn Bhd
Brief:
As snacking became driven by trends and social shareability, Mamee Monster wasn’t keeping pace, losing relevance with younger consumers as they weren't engaging with them in their spaces.
Solution:
Younger audiences expressed themselves through their fashion and the trends they’re part of. To connect with them, we needed something they could actually experience and show off
So we partnered with Malaysia's biggest local lifestyle brand and trusted influencer, Christy Ng. Together we became co-creators of the brand's first-ever bag line, helping Mamee Monster move from nostalgia to a participatory cultural moment.
Instead of a typical FMCG launch, we took cues from high-end fashion brands and rolled this out like a lifestyle drop, activating social and PR touchpoints to build anticipation and spark talkability.
