Brand Management
Highlighting 120 years of perfect temperature to Gen Y and Z with thematic campaigns
The Challenge
Retain Gen-X & Y
Recruit Gen-Z
Thermos was already an established brand in Malaysia; However, the challenge lay in expanding its appeal. We needed to convince existing Gen-X and Y customers to remain loyal despite newer entrants and capture the attention of the often-elusive Gen-Z market.
Insights
Temperature
Matters
In Malaysia’s warm climate, the nuances of beverage temperature often get overlooked. Yet, different drinks and different activities demand specific temperature ranges for optimal enjoyment. A post-workout cold drink offers refreshment, while a perfectly brewed coffee shines at an exact 75 degrees. Thermos, with its superior insulation, ensures every beverage is enjoyed at its prime.
But how do we make Malaysians aware?…?
Strategy
Temperature
is the hero
Introducing a “Perfect Temperature” themed series, we’re weaving this concept into the fabric of THERMOS’s heritage and values.
We craft a temperature-centric thematic campaign for new product launches, co-branding, and the 120th anniversary campaign in the annual marketing plan, reinforcing the idea that the perfect temperature for any beverage is synonymous with THERMOS.
ANNUAL THEMATIC
120 years of
Perfect Temperature
Thematic creative content . E-comerce & retail promo . Engaging giveaway contest . KOL engagement & KOC seeding
NEW PRODUCT LAUNCH
JDE Launch
AHHHHH
Thematic creative content . E-comerce & retail promo . Co-branding
