F&N “Kini Lebih Gempak” with Big Tree

140 years in and still “Kini Lebih Gempak”F&N stunned commuters and road users in Klang Valley with a sparkling comeback through a series of Out-of-Home (OOH) domination.

Having been the carbonated drink of choice for over a hundred years, F&N continues to anchor its footing in the market by targeting current and future consumers, Gen Zs. Now, the family-friendly brand is coming out fresher than before, with an electrifying new look that claps to the beat of the younger generation.

Leong Wai Yin, Marketing Director of F&N

“We wanted to establish buzzy and loud appearances through OOH to captivate the attention of Gen Zs. To be their top-of-mind brand, we needed a refresh. So, being daring and authentic on OOH while painting Klang Valley in bright colours brings us closer to them garnering a great brand reputation for F&N.” – Leong Wai Yin, Marketing Director of F&N.

F&N invited commuters and road users to buckle up for a peppy and fizzy ride for they have wrapped the interior and exterior of a train with four unique designs of their newly-clothed drinks — painted in vibrant orange, pink, blue and maroon to represent a drink for each train coach.

“To maximise creativity, F&N collaborated with remarkable mural artists, Kenji Chai, Haris Rashid and Esva, crafting astonishingly funky murals at the entrance wall of MRT Bukit Bintang station which aligned with our strategy to infuse a unique proposition to this campaign, creating an on-ground engagement with the younger generation in the heart of Bukit Bintang.” – Douglas Khoo, Creative & Strategy Director of Media Prima Omnia.

F&N had also established a strong presence on multiple Digital Out-of-Home (DOOH) media across major highways such as Federal Highway and SPRINT, key roads in the Klang Valley and train stations, allowing them to creatively showcase four visuals that differently displayed the exuberant energy shared by the Gen Zs.

In an effort to increase brand relevancy and stay front of mind, F&N trademarked its brand-new campaign tagline, “Kini Lebih Gempak”, and added fun colours and personalities to the already-flavourful carbonated drinks, breathing new life into the brand and staying ahead of the curve.

This flawless OOH campaign execution is part of F&N’s 360 media domination with Media Prima — creating talkability on TV and digital platforms with KOL engagement, radio station takeover and, a new TONTON original movie ‘Irama Kita’ relatable to the youth while vibrant colours and playful visuals can be seen almost everywhere in the Klang Valley with OOH.

“We are delighted to have F&N’s vivid and enticing visuals on our integrated OOH media because it warms us to know that the brand acknowledges the capability of OOH advertising by going beyond the regular, making their brand alive and thundering on outdoor.” – Stephanie Wong, COO of Big Tree.

With a refreshed look, the heritage brand of F&N has proven that it will continue to grow alongside its audiences, no matter the time and year.

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene