Beyond the clapback: How humour and rivalry are winning Malaysian consumers

In Malaysia’s evolving marketing landscape, more brands are leaning into bold, playful messaging to capture consumer attention. Rather than relying solely on traditional awareness campaigns, some are turning to cheeky, competitor-referencing ads designed to spark conversation and increase shareability.

In recent weeks, two brands have made waves for doing exactly that. ZUS Coffee had initially ran an OOH campaign with the text "ZUS Coffee kegemaran M Nasir" ('ZUS Coffee is M Nasir's favourite'). A smaller text states that M Nasir is a teacher in Alor Setar, Kedah and not the legendary singer. In response, Wonda Coffee launched its own OOH campaign featuring the real M Nasir. Wonda’s comeback billboards proudly proclaimed “Kopi Wonda kegemaran M. Nasir” ('Wonda Coffee is M. Nasir's favourite'), leaning into the cultural weight of the real deal.

Not long after, Farm Fresh took aim at Magnum’s iconic tagline with a playful twist of its own, with the possibly coincidental placement of a Cream Hauz poster beside Magnum’s in-store display. Magnum's read “Stick to the original. Like a Magnum is not Magnum”, while Farm Fresh replied with “Like the original, tapi harga berbaloi” ('But the price is worth it'). The moment went viral after being posted on X by a netizen, earning over 25,000 likes and thousands of shares.

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_{Photo courtesy of Etika Group and Bob Low (LinkedIn).}


Using playfulness to drive connection

At first glance, these seem like straightforward competitor callouts, but industry experts say the trend reflects a deeper shift in how Malaysian brands are communicating. In conversation with A+M, Iman Zukifli, head of marketing at Bata Malaysia, said that bold ads get attention. More importantly, they show that the brand understands the world its audience lives in.

"Consumers today are sharp. They scroll fast, catch onto trends quickly, and enjoy a brand with personality" she said, adding that: 

This shift is not just about making noise. It is about connecting with people in a way that feels fresh and relatable.

This awareness is not accidental. With audiences growing more selective, the cost of being forgettable now outweighs the risks of being bold. Humour, wit and well-timed jabs have become a strategic tool to drive relevance and build resonance when done well. “It strengthens engagement when it is true to the brand voice and clever in execution,” said Abdul Sani Abdul Murad, chief marketing officer at RHB.

“The Magnum-Farm Fresh exchange wasn’t vicious. It was well-calibrated, and both came out looking stronger. Same with Zus and Wonda. One played off perception, the other brought receipts. Consumers today are not offended by this. Instead, they are entertained by it," added Sani. 

For Sani, the success of these campaigns lies in their intent. “Backlash only comes when a brand misreads the tone or punches down. If it feels cheap or desperate, that is when the backlash begins," he said. 

And yet, in a climate where brands often fear stepping over the line, these kinds of playful provocations can feel refreshing. That is because they are not just reactive moments, but well-timed cultural plays built on strategy, restraint and a clear understanding of the audience.

“Advertisement is all about interactions, connections, grabbing attention, and enticing consumers,” said Filipe Lampreia, chief strategy officer at VML Malaysia. “In many lighthearted categories, it should be enjoyable and fun. Embracing playfulness and humour is a crucial part of creativity and is often successful in drawing people in," he added. 

Is it just for challenger brands?

The three industry experts agree that while these tactics are often associated with challenger brands, they are not exclusive to them. What matters is how the brand shows up in the conversation. “Challenger brands may be more outspoken, but established brands can do it too, just with a different tone. It is about showing confidence, not trying to prove a point," said Iman.

Echoing the same sentiment, Sani said that challenger brands often have more freedom to provoke. For market leaders, the tone matters more. "If a leading brand swings too hard, it risks looking insecure or arrogant. But if it responds with authority and wit, it reinforces its leadership," explained Sani, adding that: 

The key is tone and timing. Leaders need to be seen as confident, not combative.

VML's Lampreia added that although challenger brands which typically have more freedom and creativity often employ this strategy to aim for a larger market share, market leaders can choose to ignore the provocations or respond playfully. 

"Engaging with competitors in a playful manner can be a clever tactic to protect market share. Creativity has a place for everything when considering the entire forces that surround the brand," he said. 

How far is too far?

However, this callout tactic also comes with caveats. As Lampreia points out, brands need to have a clear sense of their identity to pull it off. “People understand that it is impossible to satisfy everyone, so why do brands keep trying? When a brand has a distinct personality, knows its archetype, and understands the audience it wants to attract, it is not so concerned about the potential reactions from other groups," he said.

He also added:

Like humans, brands need to be sensitive, tailoring humour to suit different situations and avoiding anything offensive or damaging.

That self-awareness is what turns trendjacking into strategy. The risk arises when brands lose sight of their own message, chasing relevance without anchoring it in their voice or product, said Sani. 

“Trendjacking should support your positioning, not replace it. If you are jumping on something viral but it has zero relevance to your product or audience, it is just noise. Worse, it weakens trust," Sani explained. 

Moreover, when done well with good humour and a light touch, people will remember the brand for the right reasons, said Iman. "Malaysians appreciate wit, especially if it feels playful rather than petty. But if it comes across as mean or desperate, it can do more harm than good," she added.

"In the end, it’s not about outshining the competition. It’s about making people feel something and hopefully, making them smile," Iman stated. 

Furthermore, in Malaysia where comparative advertising is legally permitted unlike in Singapore, marketers have room to be creative, but also a responsibility to be intentional.

“Creativity and sensitivity can indeed go hand in hand. Advertisers sometimes mistakenly believe that being bold, disruptive and original requires setting aside ethics, sensitivities and certain norms," Lampreia noted.

That being said, he stated that brands should not shy away from exploring bold ideas. "But they should also maintain a sense of awareness and responsibility. It's all about finding the right equation to reach goals."

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