GOVT Kuala Lumpur gives 60 year old Malaysian coffee brand Kopi Hang Tuah a new challenge

Having planted its roots in Penang in 1958, local instant coffee brand, Kopi Hang Tuah has continued to grow over the years. Though it is readily available in most supermarkets and hypermarkets throughout the country, the brand has been largely unknown in urban markets.

After receiving a grant from the Ministry of Agriculture for TV Spots to promote its brand, Kopi Hang Tuah approached GOVT KL to help create a new approach in marketing to a brand new audience. “We realised that the product’s name posed to be a gift and a challenge. Its legacy and what it stood for were something that we couldn’t ignore,” voiced Syed Nasir, GOVT KL’s Head of Business. The name Hang Tuah belonged to a Malaysian warrior in ancient Melaka.

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Having studied the brand’s USP, GOVT turned both the brand name and the company’s stringent bean selection process into a simple 15-sec TV Commercial – showcasing two beans battling it out to be accepted as the chosen bean in Kopi Hang Tuah’s product.

“We used Stop Motion to tell the story of two warrior beans in a battle with each other to coincide with the retro audio track. Not something you’ll see with a coffee brand these days. It was a lot of fun shooting this and we hope our audience will have as much fun watching it,” said Casey Loh, ECD of GOVT KL. The tagline “Pahlawan Dalam Setiap Cawan,” at the end roughly translates to “A Warrior in Every Cup,” a line that echoes the coffee brand’s unique name.

Following this first move to rebrand itself, Kopi Hang Tuah has appointed GOVT KL to work on its sustenance campaign across it’s product packaging designs, POSM, TV, Radio, Print, and Social Media channels.

Credits –

Account Servicing: Syed Nasir, Alexia Lim