Malaysian Media Awards Winners Showcase





2015 | |

Wonda Coffee A Sensorial Journey to the Record Books

Advertiser: Permanis Sandilands
Brand: Wonda Coffee
Creative Agency: -
Credits: -

The Challenge
Wonda Coffee was introduced in a market dominated by an unshakable,
competitor. Wonda’s aim? Become the 2nd biggest ready-to-drink (RTD) coffee
brand by using media innovatively.

Insight, Strategy and the Idea
In Malaysia, there are artisan brands like Starbucks. On the other end are RTD brands considered as “down-market’ of the gourmet segment. This left a large opening for Wonda to position itself as the “premium and gourmet canned coffee beverage”. Wonda’s audience is young and affluent who enjoys as a sensorial experience like the sound of percolating coffee, the sight of pouring, etc. It was important to deliver this 5-senses sensorial message, and print had the potential to amplify it. Idea: bring the 5 senses alive!

Media Execution
The “5-Senses Campaign” (5-S) ran for 5 days in NST. We stimulating readers’ five senses for 5 consecutive days. We stimulated 1 sense each day to rise above the clutter:
1. TOUCH: Four-page ad with actual size die-cut pop-up cans.
2. SIGHT: Sponsorship of supplements section that required the use of special 3D glasses to view Wonda content.
3. SOUND: Music box device (stuck into the Wonda ad), that powers-up when in contact with light, plays the Wonda jingle.
4. SMELL: Coffee-scent was used as the ink in the Wonda ad.
5. TASTE: Full page ad with a cut-out coupon offering a can of Wonda for only 10 cents, redeemable at any 7-11. This drove trial.

Results and Effectiveness
Wonda broke its own goal! As of June 2014, its market share grew to 8.9%, cementing its 2nd ranking among RTD coffee brands. 5-S was entered into the Malaysia Book of Records for “First Print Ad Campaign Using Five Senses”, recognizing its truly unique media execution. Combined media investment generated media coverage of nearly RM3.2 million largely from print and television coverages (newscasters & talk shows featuring 5-S).