Rasa-Rasa Malaysia
8. Brand Experience & Activation Kancils [8.5 Best launch/relaunch]
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Links:
Product/Service:
Food & Beverages
Client:
Inside Scoop
Brief:
Make six new flavours a launch Malaysians would go out of their way for.
Inside Scoop was launching six limited-edition ice cream flavours inspired by different parts of Malaysia. But in a crowded social feed, another flavour announcement risked becoming another post to scroll past.
The task was to turn social attention into nationwide footfall, giving Malaysians a reason to try the launch, visit an outlet and keep coming back. These flavours celebrated Malaysia. Our launch needed to get people out exploring it.
Solution:
Rasa-Rasa Malaysia: the ice cream launch you had to travel for.
Six Malaysian flavours became the starting point for a nationwide adventure. From Sarawak’s Gula Apong Tiramisu to Pahang’s Strawberry Lemonade Sorbet, each flavour offered a taste of somewhere worth discovering.
And every Rasa-Rasa Malaysia Variety Pack came with a passport to keep that discovery going.
More than 70 Inside Scoop outlets became destinations in a nationwide stamp rally, each with its own unique stamp celebrating its local identity. The launch gave Malaysians more than new flavours to try: it gave them places to go, stamps to collect and a reason to visit again.
Social put the journey in motion. Creators known for championing Malaysia embarked on their own Rasa-Rasa Malaysia adventures, inviting audiences to follow. Collectors shared outlet locations, routes and passport progress, turning their content into both a guide and an invitation for others to join.
The feed sparked discovery. The passport drove exploration and every missing stamp gave Malaysians somewhere to go next.
As participation grew, fans began asking for their hometowns to be represented too. Inside Scoop answered northern Malaysians with two additional flavours: Harumanis Sorbet for Perlis and Cendol Ice Cream for Penang, giving the launch fresh momentum shaped by its audience.
By making collecting part of the experience, Rasa-Rasa Malaysia turned a limited-edition product launch into an ongoing reason to visit. The campaign delivered 13% year-on-year sales growth, 2,100 Variety Packs sold - Inside Scoop’s second-highest party-pack volume to date, and over 300 pieces of user-generated content.
