Fisherman's Friend turns 'walking red flags' and 'situationship specialists' into merch

Fisherman's Friend, in collaboration with 7-Eleven and lifestyle retailer Zha Huo Dian, is tapping into Singapore's Gen Z culture with a new campaign that turns popular personality labels and Singlish phrases into collectible merchandise.

Dubbed "Which one are you?", the campaign invites consumers to identify with one of 10 tongue-in-cheek personality types, ranging from "Walking red flag" and "Situationship specialist" to "Chao keng champion" and "Main character energy", and redeem them as limited-edition swag pouches.

Created in partnership with SKALE and GrowthDesk Studios, the campaign aims to turn an everyday lozenge purchase into a playful moment of self-expression. Speaking to MARKETING-INTERACTIVE, the agencies said they tapped into their Pulse social listening tool to identify the phrases, behaviours and cultural quirks currently resonating with Gen Z and millennial consumers in Singapore.

The result is a collection of personality-driven pouch designs that lean heavily into internet culture and local humour. And if redemption trends are anything to go by, caffeine-fuelled survival appears to be a shared experience, with "Surviving on Coffee" emerging as the most popular pouch claimed so far.

Running from 3 June to 28 July, shoppers who purchase three packs of Fisherman's Friend in a single transaction at any 7-Eleven outlet in Singapore can redeem a limited-edition pouch through a WhatsApp-based journey.

Don't miss: Fisherman’s Friend is ‘chope-ing’ hearts (and tables) this SG60 

Consumers simply scan a QR code displayed in-store, upload their receipt via WhatsApp and select their preferred personality patch before collecting their reward at The Corner Shop, more commonly known as Zha Huo Dian, the retro-inspired retail concept located at Far East Plaza.

The campaign builds on Fisherman's Friend's longstanding "Always by your side" brand positioning while adapting it for a younger audience that increasingly values identity, humour and shareable experiences.

According to Chin Guan, executive director of GBA Corporation, Fisherman's Friend's exclusive distributor in Singapore, the campaign was designed to engage consumers in a more culturally relevant way.

"Singaporeans love a little self-expression and a good laugh at themselves. 'Which one are you?' turns that everyday personality into something they can carry around, while reminding them that Fisherman's Friend is always by their side," he said.

Beyond the redemption mechanic, the campaign will extend across social media through the #WhichOneAreYou challenge, meme-style content and short-form videos on Instagram, TikTok and Facebook.

Fisherman's Friend will also bring the campaign offline on 20 June through an activation along Orchard Road, encouraging street vox-pop conversations around topics that resonate strongly with younger consumers, including relationships and careers, for social media content. Fisherman's Friend's mascot will also be present, and members of the public can participate in instant redemptions of the pouch.

Meanwhile, SKALE founder and CEO Yuet Whey Siah said the campaign was designed to make shoppers feel personally connected to the experience.

"When you choose the phrase that fits you and collect it as a physical pouch, a quick purchase becomes a small moment of identity and play," she said. "The WhatsApp journey keeps the whole thing effortless, from snapping a receipt to redeeming your pouch."

Last July, Fisherman’s Friend released a similar campaign which tapped into Singaporean culure. Its campaign, “Chope first, soothe after,” paid tribute to the local ritual of reserving seats or “chope-ing” at hawker centres, celebrating the brand's 160th anniversary alongside Singapore’s 60th national day, doubling down on the brand’s promise to be “Always by your side.”

This took place at seven hawker and food courts islandwide, were diners could scan a QR code to launch a WhatsApp chat with Ottie, the Fisherman’s Friend chatbot inspired by the well-loved Singaporean otter, to claim a free pack of lozenges and a limited-edition “chope” card featuring local dishes and the mascot.

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