Mamee Monster: The Return of an Icon

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.

Campaign details

Brand: Mamee Monster Brand owner: Mamee Double Decker Agency: Reprise Market: Malaysia Industries: Convenience, readymade Media channels: Online display, Online video, Social meda, Word of mouth, Influencers Budget: Up to 500k

Executive summary

The for 50 years, Mamee Monster had consolidated its position as one of Malaysia's legacy brands, remaining in the fondest of childhood memories for many Malaysians. In 2019, the brand decided to change the course of its narrative and target millennials instead.

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