ZUS Coffee has opted to leverage local integration in to address the ongoing debate surrounding its origins. In a groundbreaking move, ZUS Coffee tackles the controversy head-on in a never-before-seen short film featuring comedian Kavin Jay and content creators Arieff Yong and Ryan Howlet. The film depicts a courtroom scenario where ZUS Coffee stands trial to determine its true Malaysian identity.
“ZUS Coffee set out on a humble beginning in a basement at Lorong Binjai in KL. In the 3 and a half years since our inception, ZUS Coffee has always taken pride in being a Malaysian brand first!
From employing 100% local crew to ensuring that our products suit the local Malaysian taste, ZUS Coffee boasts the Malaysian name proudly through our products in our 270 stores nationwide.
Mark Darren Lee, the Managing Director Of A Local Agency
The campaign, infused with Malaysian charm, featured a charming cameo appearance by local favourites such as Julie’s, Farm Fresh, Inside Scoop, and Boh. Additionally, esteemed Malaysian brands like The Chicken Rice Shop cheered on from the sidelines, adding to the sense of camaraderie and support within the local business community.
In a time when international coffee brands dominate the market, local integration often face unjustified skepticism. However, through this engaging production, ZUS Coffee, a local agency, and Imagineers Film effectively convey Malaysian pride and demonstrate that ZUS Coffee’s locally made blend rivals, if not surpasses, its international counterparts in both quality and taste.
“As a buatan Malaysia company ourselves, we’re honoured to have worked with ZUS Coffee on this campaign. The campaign which showcases the Malaysian spirit hopes to spread the message that local quality IS NOT low quality.
As Malaysians, we are more than capable to produce products and deliver services that are of world class standards, as evidently so,”.
Mark Darren Lee, the Managing Director Of A Local Agency
The Wonders Of Partnership
“Our partnership underscores the capability of Malaysian brands to deliver exceptional products and services. In this collaboration, we take pride in crafting a heartwarming piece that resonates deeply with our fellow Malaysians and champions of ‘buatan Malaysia’,” stated Stephy Foong, VP of Growth & Marketing at ZUS Coffee.
The emotionally engaging video has struck a chord with viewers, amassing over 4 million views across all social media platforms within just 7 days. It has become the talk of the town, hailed as a perfectly timed campaign that ignites the Malaysian spirit, particularly in light of the upcoming National Day celebrations.
Receiving attention from Malaysians from all walks of life, it’s evident that despite its “international-sounding” name, ZUS Coffee holds a special place in the hearts, minds, and taste buds of Malaysians nationwide.
And in this effort of adding local integration into their marketing, we proudly declare ZUS Coffee as Truly Malaysian!
Zus Coffee is not the only brand that uses local integration in their marketing. Check out Starbucks ‘Inilah Kita’ campaign next!
Integrating Malaysian qualities into your brand is a way to make your brand stand out.
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Image Credits: Marketing
