Kopi Hang Tuah fights to raise its brand profile in latest ad

Though it is readily available in most supermarkets and hypermarkets throughout Malaysia, Penang-born instant coffee brand Kopi Hang Tuah has been largely unknown in urban markets.In a bid to change this, the brand appointed GOVT KL to help create a new marketing strategy and target a new brand audience. The duo recently launched a TVC to rebrand Kopi Hang Tuah, after receiving a grant from the Ministry of Agriculture. Meanwhile, the agency has also been further tied in to work on its sustenance campaign across product packaging designs, POSM, TV, radio, print, and social media channels.“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 as the name Hang Tuah belonged to a Malaysian warrior in ancient Melaka,” Syed Nasir, GOVT KL’s head of business said.Having studied the brand’s heritage, 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.Take a look:https://youtu.be/gsZ-jlOg_RQ“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,” Casey Loh, ECD of GOVT KL added.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.Campaign credits:Client – Syarikat Hang Tuah Sdn BhdAgency – The GOVTKL Sdn BhdCopywriters – Casey Loh / Didi Pirinyuang / Danielle WillattArt Directors – TW ChangDirector – Edmund LohPost Production – Play Pictures Sdn BhdAccount Servicing – Syed Nasir / Alexia Lim