APPIES 2021 Winner Showcase: RTD Teh Tarik

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For the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.


Brand: RTD Teh Tarik

Campaign: F&N Organises Mass Mamak Gathering – During Lockdown


1. Customer experience (GOLD)
2. Marketing innovation (SILVER)

Campaign summary:

F&N wanted to break into the RTD Tea Market with a full-blown nationwide launch, but just ONE week before the campaign, the first MCO was announced, with a total shutdown like never before. All plans were scuttled, but the client wanted to go ahead with the launch and we had just a few days to do this from scratch. 

We pivoted quickly from offline to online, anchoring our launch on an event that we felt would lift the spirits amidst the doom and gloom – and launch F&N Teh Tarik Ori into their orbit. Thus the F&N Virtual Mamak session was born. The fact that the brand was a late entry to the market and we were restricted by the pandemic made the task doubly demanding; that we created a record-breaking event AND helped sell-out all stock within the first week of launch makes this worthy of recognition.


Agency: Invictus Blue Group – Alchemy 79

Victoria Chu, General Manager 

Gillian Yap, Account Director

Tan Pei Ru, Creative Group Head

Nikiee Mahmud, Creative Group Head

Brand: F&N Beverages Marketing Sdn Bhd

Graham Lim, Managing Director

Adelene Tay, Brand Marketing Manager

Presenter: Victoria Chu, General ManagerInvictus Blue Group

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