Mamee Monster x ZUS COFFEE "Lain Tapi NGAM"

11. Social & Creator Kancils [11.11 Best use of Cultural Insights in Social]

case board

creative assets

case film

Links:

Product/Service:

Noodles Snack

Client:

Mamee Double Decker

Brief:

Mamee Monster and ZUS COFFEE partnered for Merdeka 2026, Malaysia's Independence Day season. Every Merdeka, brands talk about unity in the same polite voice: hands held, flags waving, harmony in slow motion. It is true, but it isn't how Malaysians actually talk to each other, and audiences have learnt to tune it out. A snack and a coffee brand adding one more unity post would disappear in the feed. The brief: find a Merdeka message that feels truly Malaysian, not a generic unity ad. Use a real cultural truth to get people talking on social, bring two very different brands together, and sell the Mamee Monster x ZUS range.

Solution:

Gaduh-gaduh sayang: Malaysians bicker with the people they love. Whose nasi lemak is best. Which teh tarik is real. Our differences aren't something we politely tolerate. We tease each other about them, and that is how we show we belong. So for Merdeka, two brands argued. Mamee Monster and ZUS's Blue Buddy bickered on social for weeks over who owns Jonker Street, a street built by many communities. They sabotaged each other's Merdeka decorations, then made up the Malaysian way: with apology letters, and over food and drink. "Lain Tapi NGAM": different, but it fits. The range was local to the core: a nasi lemak flavour, a blue soda that recalls childhood Aiskrim Soda, and mismatched socks. At the launch, fans earned stamps by sharing a cultural fact. The fight was always between two characters, never communities, and it ended in friendship. Results: 3M+ views. 587K views on one Threads post. 2.7 million packs sold out in 8 weeks.

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