Crunch that connect

6. Digital Experience Kancils [6.14 Best use of Cultural Insights in Digital Experiences]

Links:

Product/Service:

Snack

Client:

Miaow Miaow

Brief:

In Malaysia’s snack market, every pack fights for attention - louder flavours, brighter colours, more noise. But in today’s scroll-and-swipe culture, connection no longer happens through words. It happens through sounds. From trending audios to viral jingles, sound has become the new social language. And behind all that noise sits Miaow Miaow, a brand we all grew up with, but somehow stopped hearing. So how could a brand called Miaow Miaow not join the conversation?

Solution:

We turned everyday snack sounds into social signals. Inspired by “Ma-ah”, a TikTok trend where humans “speak cat” to connect instantly, we made the language of Miaow Miaow speak to everyone. The shake of a half-full bag, the rustle of the wrapper, the crunch of the bite, each sound was remixed, shared, and memed across TikTok. Under Crunch That Connect, we built a sound-first movement that made Miaow Miaow the voice of togetherness. Because sometimes, one crunch says more than words.

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