PR Awards 2023
foodpanda's new brand ambassador Pau-Pau gets his own bespoke ice cream flavour

foodpanda's new brand ambassador Pau-Pau gets his own bespoke ice cream flavour

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Foodpanda has launched "Pau-Pau's Iceee-Creaaam!" a limited-edition ice cream flavour released in collaboration with the ice cream cookie & co. The white chocolate ice cream with raspberry swirl ice cream is only available in Singapore, and is retailed exclusively on pandamart.

Laura Kantor, marketing director for foodpanda Singapore, told MARKETING-INTERACTIVE that the R&D process to create the ice cream took around five months, and was aimed at introducing "the foodie side of Pau-Pau".

"The ice cream is white chocolate and raspberry flavour gelato and the ice cream is also pink - to suit Pau-Pau's personality! It has been very well received since our launch on 3 January, and is currently a trending ice cream in our pandamart stores," she added.

The exclusive ice cream will be marketed through foodpanda's internal channels, specifically via CRM and on social media. Fans of Pau-Pau can also look forward to exclusive releases by foodpanda, as Kantor teased the release of more bespoke products that will be launched soon, including Pau-Pau merchandise.

The exclusive ice cream launch comes on the back of the food and grocery delivery platform's 10th anniversary earlier this month, which also saw the unveiling of its new brand ambassador Pau-Pau. The pink panda first made appearances in Japan, Taiwan and Cambodia in December 2021, and is now being now rolled out in Singapore, Malaysia, Thailand, Hong Kong and Laos.

Describing its new face as a “fun-loving and free-spirited panda”, Pau-Pau is said to be the first-of-its-kind brand ambassador, championing empowerment and sustainability across the region. Pau-Pau’s identity as a foodpanda brand ambassador will be brought to life in full — from having his own language and story, to a full set of values, such as caring for the environment, empowerment and the belief in living life on one’s own terms.

The next phase will see Pau-Pau being introduced in the Philippines, Myanmar, Pakistan and Bangladesh, and will eventually be rolled out across the foodpanda network.

The introduction of Pau-Pau builds on foodpanda’s earlier brand refresh, which saw foodpanda revitalising its look with fresh visuals and a more vibrant colour palette across its design touchpoints, and more friendly user interface as the platform expands beyond just food delivery.

Related articles:
foodpanda unveils new face of brand for 10th anniversary
foodpanda and HungryPanda SG reportedly clash over trademark dispute
#MarketingEventsAwards 2021 highlight: foodpanda tests new markets with digital flyers
foodpanda Malaysia wraps up media pitch

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