How Axe Brand Malaysia made Cap Kapak cool again, one Reel at a time

In Malaysia, few scents are as instantly recognisable as Minyak Angin Cap Kapak, better known as Axe Brand medicated oil. For generations, the little glass bottle with its axe logo and signature menthol scent has quietly been part of everyday life, tucked into Ah Ma’s handbag, pulled out during long car rides, or dabbed on a forehead to soothe a sudden headache.

Cap Kapak is founded in Singapore by Leung Kai Fook Medical, with Malaysian operations based in Johor. Founded in 1928, LKF Medical created the iconic Axe Brand Universal Oil, and today operates factories across Asia, with products sold in over 50 countries. Despite its regional expansion, the brand’s name remains instantly familiar across Southeast Asia, a household staple for generations, and a legacy Axe Brand continues to lean on in its marketing.

But as time marched on and younger consumers shifted their attention to faster, flashier products, the humble Cap Kapak began to risk fading into nostalgia. It was still loved, still trusted, but to Gen Z eyes, it belonged to another era. That’s where Axe Brand Malaysia decided to rewrite the narrative. Instead of letting the medicated oil stay as a relic of the past, the team took on the challenge of giving it a fresh identity, one that would make it just as relevant to digital natives as it was to their grandparents.

“Minyak Angin Cap Kapak is part of a cherished tradition,” said Wong Kean Ewe (pictured), general manager of Axe Brand Malaysia. “But we recognised that its relevance among younger audiences was starting to fade."

We knew we had to change that, not by discarding our heritage, but by breathing new life into it.

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From Ah Ma’s bag to Gen Z’s pocket

Reconnecting with Gen Z required more than new packaging or slogans, it needed cultural fluency. Axe Brand’s recent marketing efforts have focused on blending education with entertainment, telling the brand’s story in bite-sized, visually engaging formats.

One thing that has never changed is the brand’s popularity. Recognised across Southeast Asia by people of all ages and backgrounds, many grew up with the medicated oil in their medicine cupboards, making it a true household name. Leveraging this legacy, Axe Brand Malaysia introduced MACK — named after the brand’s acronym (Minyak Angin Cap Kapak) a playful mascot shaped like the iconic Cap Kapak bottle.

“We’ve modernised our messaging and visuals while preserving our core identity,” Wong explained. “Platforms such as TikTok and Instagram have been key for us, because that’s where young people are. We use tutorials and humorous skits to highlight our oil’s multi-purpose, natural benefits, but in a tone that fits their world.”

That blend of authenticity and fun came to life at one of Malaysia’s most vibrant cultural events, Rock n’ Riuh, in 2024. The festival, typically associated with local music, streetwear, and youthful energy, became the perfect stage for Axe Brand’s bold new approach. “It was our opportunity to be part of something contemporary and festive,” Wong said. “We wanted to juxtapose the old against the new, honouring our product’s history while positioning it in the vibrant energy of a modern celebration.”

The decision was unconventional, but it worked. Festivalgoers flocked to the Cap Kapak booth, which featured a 3D photobooth and limited-edition MACK keychains. The keychains were designed with a tiny pocket that fits a mini bottle of the oil, making it a fun yet practical accessory. “It became a magnet,” Wong recalled. “The young crowd loved how convenient and cute it was. Perfect for their study sessions, gaming marathons, or just when they needed a quick refresh."

The user-generated content that came after really opened our eyes to how eager young consumers are to engage creatively when given the right tools.

He added, “We like to say we left the festival with a cooling after-effect.”

Flipping the nostalgia narrative

Despite its enduring effectiveness, Axe Brand has faced one persistent challenge: perception. Many young consumers associate the scent of Cap Kapak with their grandparents. While that nostalgia brings a warm emotional connection, it also risks making the brand feel outdated. Back in the 1930s, the brand adopted its distinctive axe logo to stand out from the competition. A symbol everyone instantly recognized, since most households used axes for chopping wood. Today, however, that imagery doesn’t carry the same resonance with younger generations.

“Our surveys showed that a lot of young people remember the smell from childhood,” Wong said. “That’s powerful, but it can also make us feel like a product of the past. What we’re doing now is flipping that narrative, because our parents and grandparents used Cap Kapak simply because it worked, and that comfort is timeless.”

By reframing nostalgia as a point of pride rather than something old-fashioned, the brand found a way to bridge generations. Axe Brand’s campaigns now highlight its natural, plant-based ingredients, something younger, wellness-conscious consumers appreciate, while keeping its cultural familiarity intact.

This balance also played out across social media. The brand’s recent “therapy in a bottle” campaign rolled out in three phases: first, black-and-white visuals that evoked its legacy; then, the gradual addition of colour to symbolise change; and finally, vibrant, full-colour content that celebrated renewal and relevance. “Retro is cool again,” Wong said. “We leaned into that, using humour and youth-friendly lingo to invite people to define what ‘therapy in a bottle’ means to them.”

Beyond social media, Axe Brand’s storytelling continues to expand into local culture. Its recent Chinese New Year campaign, “Pride of lions with Cap Kapak,” captured the discipline and strength of lion dancers who rely on the oil in their routines, tying wellness to tradition under the #CanSpirit theme.

Another notable initiative was the campaign for Axe Brand Heat Oil, which introduced a mess-free valve to prevent over-pouring. A simple but modern update that resonated with today’s consumers who value convenience.

“We want to show that Cap Kapak isn’t just traditional medicine,” Wong said. “It’s a product that still fits in modern life. Whether you’re studying, travelling, or working long hours. Comfort doesn’t go out of style.”

As for what’s next, Axe Brand is doubling down on community engagement. The team plans to appear at universities and secondary schools, bringing the brand’s fun, educational activations to sports days and local events. There’s also an Axe Brand Inhaler in development, expanding its reach to meet the needs of a fast-moving generation.

“I can’t give out spoilers,” Wong teased, “but the journey is ongoing."

We’re exploring new collaborations that will continue blending tradition with contemporary relevance. It’s an exciting time, and we’re just getting started.

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