Mamee Monster x ZUS COFFEE "Lain Tapi NGAM"

11. Social & Creator Kancils [11.7 Best use of Community Engagement]

case board

creative assets

case film

creative assets

Links:

Product/Service:

Noodles Snacks

Client:

Mamee Double Decker

Brief:

Mamee Monster and ZUS COFFEE partnered for Merdeka 2026. The two brands had loyal communities, but they never met. Mamee Monster's fans grew up with the snack. ZUS's fans live in its app and outlets. Same country, different worlds. A normal collab would have spoken to both groups separately: one announcement each, one giveaway each, and the two fanbases would stay apart. The brief: bring the two communities together and get them taking part, not just watching. Give fans a reason to talk to each other, show up in person and keep the conversation going after launch, while selling the Mamee Monster x ZUS range.

Solution:

Malaysians bond fastest over a friendly fight. Ask them to pick a side and they will, loudly. So the mascots gave both fanbases something to share: a rivalry. Pick a side: "Who's cuter, Blue Buddy or Mamee Monster?" on Threads, which Mamee Monster joined for this campaign. Fans answered before the brands could, and guessed the plot from day one: "Dia mula dahhhh... zus x mamee?" Turn up: fans came to Jonker Street for the showdown and the launch. Play together: a stamp-card journey at the launch, following both brands, posting a selfie tagging both and sharing a cultural fact. Keep going: after the truce, fans redeemed scratch codes and compared prizes online: "Korang dapat apa?" Results: 3M+ views on campaign posts. One ZUS Threads post drew 587K views and 38.6K likes, and Monster's reply drew 22.5K likes. 2.7 million packs sold out in 8 weeks, and Mamee Monster's market share hit a 12-month high of 19.4% in Aug 2026.

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