F&N Beverages Marketing: F&N Ceria Xpresi Berinspirasi

F&N, Malaysia's largest manufacturer and distributor of soft drinks, reconnected with the youth through a crowdsourced music video.

Agency: Alpha 245 Communications Malaysia

Campaign Strategy

F&N Fun Flavours was losing its hold on its main market – the Malay youth, aged 12-20 years old. Despite improving F&N imagery as "fun & enjoyable drink", F&N still lacks engagement with these group of consumers*.

As a 132-year-old brand, F&N is considered old in the market and not as exciting as the other players like Coca Cola, Fanta and Mountain Dew. These players have provided various platforms to engage with the youths. For instance, Coca Cola created the personalised can as a fun way to own the drink; while Mountain...

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