Mamee Monster x ZUS COFFEE "Lain Tapi NGAM"

11. Social & Creator Kancils [11.13 Creative Effectiveness: Media]

case board

creative assets

case film

creative assets

Links:

Product/Service:

Noodles Snacks

Client:

Mamee Double Decker

Brief:

Mamee Monster and ZUS COFFEE launched a limited co-branded range for Merdeka 2026: Mamee Monster x ZUS packs, a campaign-only nasi lemak flavour, blue drinks and a dual cup. Merdeka is the most crowded moment of the year for brand partnerships, and most follow one script: an announcement, a handshake, a giveaway. Another one would be ignored, and a limited range needs attention fast. The objective: win Merdeka for Mamee Monster. Stand out in the busiest collab season of the year, sell through the limited Mamee Monster x ZUS range in a short window, and grow the brand's market share.

Solution:

Malaysians scroll past announcements, but they join arguments. So instead of announcing a collab, we picked a fight. The fight built the audience; the truce gave it something to buy. Round 1: a mascot scuffle on Jonker Street, caught on camera. Round 2: jabs traded on Threads and Instagram. Round 3: Merdeka decoration sabotage and 3D shorts. Round 4: the feud on digital billboards. Then the truce: an official launch on Jonker Street, friendship bracelets and hand-drawn apology letters, with a range to buy: packs with ZUS app codes, a nasi lemak flavour, blue drinks and a dual cup. "Lain Tapi NGAM": different, but it just works. Results: the campaign launched on 17 Aug. That month, Mamee Monster's market share hit 19.4% (+1.0pt vs Aug 2025), its highest in 12 months and #1 in Other Shapes Snacks. Q3 share averaged 18.7% (+0.8pt). 2.7 million limited packs sold out in 8 weeks. 3M+ views on campaign posts.

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