GO Communications has been appointed by Inside Scoop, Malaysia’s beloved home-grown ice cream brand, to lead PR and communications for its deliciously original new campaign, Rasa-Rasa Malaysia.
The travel-inspired celebration of local flavour created in conjunction with Visit Malaysia 2026 was launched just days ago by Encik Wizani bin Rosmin, Senior Director, Management, Tourism Malaysia.
As brands constantly seek fresh ways to connect culture, community and consumer experience, Rasa-Rasa Malaysia brings a joyfully brilliant and intuitive concept, enabling Malaysians to explore the country through ice cream – a cool welcome, indeed, with the current heatwave!
With a campaign that is as adventurous as it is proudly patriotic, Inside Scoop draws inspiration from six states to craft six limited-edition flavours, each capturing a distinct taste – from Johor’s bold Liberica coffee and Kelantan’s rich dark chocolate banana, to Melaka’s decadent dodol Musang King, Sarawak’s smoky gula apong tiramisu, the nostalgic indulgence of chocomalt kaw dinosaur from Kuala Lumpur and Selangor, and the refreshing lift of strawberry lemonade inspired by Pahang’s Cameron Highlands.
Edmund Tan, Co-Founder of Inside Scoop, said the campaign was designed to turn ice cream into a form of discovery, while giving Malaysians a fresh reason to reconnect with the flavours and stories of home.
“Inside Scoop has always believed that some of the best stories about Malaysia can be found in our love for food, which is heavily ingrained into our very identity as Malaysians. With this campaign, we’re pushing our belief that ice cream can be so much more than a mere treat.
When we look much deeper, we see how ice cream can be a conversation starter, a memory trigger or something else altogether,” he explains.
“With ‘Rasa-Rasa Malaysia’, we wanted to capture the feeling of travelling through this country in a way that people could taste. Every flavour was created with much thought. It wasn’t just a matter of incorporating an ingredient famous in a state.
We wanted to inspire a sense of place, pride and personality. We also brought GO Communications on board as they understand how to take a campaign conceptsuch as this and give it a much larger voice. They know how to find the emotional thread within an idea and help it resonate far beyond the product itself,” he added.
Moving beyond a typical seasonal product launch, Rasa-Rasa Malaysia brings a full-blown sensory road trip across the country. Each scoop comes dressed in a custom-designed sleeve inspired by its featured state, while the campaign’s limited-edition Ice Cream Passport and stamp rally mechanic turn every visit to an Inside Scoop outlet into a fun-sized domestic adventure.
Available nationwide from 6 April to 11 May 2026, the campaign invites Malaysians to rediscover the country through every lip-smacking mouthful.
With this campaign, GO adds another culturally resonant campaign to its portfolio, while augmenting the agency’s strength in shaping stories that fuse culture, creativity, and some classic storytelling magic.
And few campaigns fit that sweet spot better than “Rasa-Rasa Malaysia”, a campaign that takes something deeply familiar, gives it fresh national resonance, and serves it back with heart, a little bit of cheekiness and a heavy scoop of Malaysian pride.
Peter de Kretser, CEO of GO Communications, described the campaign as a dream brief for any agency that loves ideas with cultural texture and storytelling potential.
“Inside Scoop is a brand Malaysians genuinely adore, and ‘Rasa-Rasa Malaysia’ is exactly the kind of campaign that reminds us why. It’s fun, it’s imaginative, it’s proudly local, and it turns a simple pleasure as ice cream into an exciting story of curiosity, nostalgia, discovery and the joy of seeing this magnificent country through a different lens.
We’re delighted to work with the Inside Scoop team to bring this campaign to life. It celebrates Malaysia’s diversity in a way that feels fresh, fun and easy to connect with, and we’re excited to help share that story,” he said.
Founded in 2013, Inside Scoop has built a loyal following as a proudly Malaysian brand known for handcrafted ice cream made with premium, locally sourced ingredients. With more than 70 outlets nationwide and over 100 unique flavours introduced to date, the brand has earned a reputation for turning local taste memories into inventive, crowd-pleasing creations.
With Rasa-Rasa Malaysia, that instinct comes through in full force, and with GO Communications now helping shape the narrative, the campaign is poised to travel into the hearts of Malaysians and their wider conversations around culture, creativity and what it means to experience Malaysia, one scoop at a time.
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