Cita Rasa Kita, Wira Kita

Agency

MEASAT Broadcast Network Systems Sdn Bhd

Client

Etika Sdn Bhd

Product/Service

Wonda Coffee

Brief

As local pride surged across Malaysia, WONDA Coffee saw an opportunity to strengthen its role as a homegrown brand by aligning with a cultural icon that embodies Malaysian spirit and humour. The challenge then is to find a platform where the brand can go beyond functional messaging and connect with Malaysians on an emotional, cultural level.

Solution

To elevate the status of locally made products and expand national pride among Malaysians, WONDA collaborated with Astro Shaw, a renowned Malaysian film studio, to remake the beloved 90s cartoon series Keluang Man into a live-action film, bringing them to life for a new generation. Alongside the movie, Wonda launched a new local coffee flavor, Kluang Edition Coffee with Tongkat Ali, made from beans sourced in Kluang, the birthplace of Keluang Man. Tongkat Ali, known for boosting energy and strength, mirrors the superhero’s vitality, creating a natural connection between the hero and the coffee.”‹

The product is seamlessly integrated into the story. With comedy-action as its genre, the film is tailored for Malaysian audiences and packed with local excitement, from the story and its world to the characters and songs. It follows Borhan, a psychiatric patient who secretly fights crime as a masked vigilante, using his wits and martial arts skills to protect Kluang from a criminal syn