Leo Burnett Kuala Lumpur
Mondelez Malaysia Sdn Bhd.
Mondelez
For the first time ever, Twisties was going to launch a sweet flavour in Malaysia. But what made this even more noteworthy is that the flavour was based on Kaya Butter Toast – a local obsession made up of bread, butter and coconut jam.
So, to launch the new Twisties Kaya Butter Toast in a country that’s already all about it, we created The Kaya Butter Everything Collection – a merch drop that’s as weird and wonderful as the snack it’s inspired by.
From Action Figures to Chinese Chess Sets to Mechanical Keyboards, each item and its packaging was made from scratch. Crafted to be as authentic as possible to each product’s category without sacrificing the wit and weirdness of Twisties. Designed to let Malaysians embrace their love for Kaya Butter Toast like never before.
The campaign resulted in Twisties Malaysia’s most successful product launch ever. We hit sales 188% above forecasts. Instagram brand engagement increased by 618%. And the campaign garnered 2969% of the paid
Executive Creative Director: Iska Hashim
Associate Creative Director: David HK Tan
Senior Copywriter: Vickknesh Raj
Designers: Sue Phing Chew, Diyana Yusof
Managing Director: Firzan Mulafer
Group Account Director: Wasim Akram
Account Manager: Meon Lee
Account Executive: Then Moliy Virappan
Strategic Planner: Zatil Husna
Project Manager: Zahirah Hussin
Production Company: Directors Think Tank
Audio House: Real Time Studios
Client: Mondelez Malaysia Sdn Bhd.
Marketing Manager, Fuel Biscuit & Salty Snack, MYSG: Selene Ong
Assistant Brand Manager, Salty Snack, MYSG: Mohammad Hatta Tahir
