Mamee Monster x ZUS COFFEE "Lain Tapi NGAM"

6. Digital Experience Kancils [6.7 Best use of content marketing]

case board

case film

creative assets

Links:

Product/Service:

Noodle Snacks

Client:

Mamee Double Decker

Brief:

Mamee Monster and ZUS COFFEE partnered for Merdeka 2026: a range of co-branded products and drinks, with scratch codes on Monster packs that sent snack buyers into the ZUS app. The problem was the collab playbook. Joint announcement, handshake photo, "something's coming" teaser, reveal, giveaway. Merdeka 2026 was full of brand collabs running exactly that, and audiences had learnt to scroll straight past it. A snack and a coffee chain following the same steps would have been news for a day. The brief: create content that makes Malaysians stop, take part and keep watching for weeks, not one post. It had to launch the partnership and sell the co-branded packs, while staying true to Mamee Monster's cheeky personality.

Solution:

Malaysians scroll past an announcement, but stop for a good gaduh (fight) and always pick a side. So we started the partnership as a feud, and ran it like a series. The street fight: Monster and ZUS's Blue Buddy squared off on Jonker Street, filmed for the feed. The feud goes online: "Who's cuter?" Fans replied "Dia mula dahhhh... zus x mamee?", guessing the collab themselves. The sabotage: each brand messed with the other's Merdeka decorations, plus 3D animated shorts. The make-up: a truce at the Jonker Street launch, "Tak nak gaduh dah", then illustrated apology letters. Every post ended with a question or a jab, so replying felt like taking part. Both accounts stayed in character. Results: 3M+ views on campaign posts, with 2M on the teaser alone. 587K views on one Threads post. 2.7 million packs sold out in 8 weeks. Mamee Monster's market share hit 19.4% in Aug 2026, its highest in 12 months and #1 in the Other Shapes Snacks category.

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