Inside Scoop appoints PR agency for its 'Rasa-rasa Malaysia' campaign

Malaysian ice cream brand Inside Scoop has appointed GO Communications to lead public relations and communications for its latest campaign, “Rasa-rasa Malaysia” ('Taste Malaysia').

The travel-inspired campaign, launched in conjunction with Visit Malaysia 2026, aims to celebrate local flavours through a series of limited-edition ice cream creations. It was recently unveiled by Wizani Rosmin, senior director, management, Tourism Malaysia.

Positioned as more than a seasonal product push, “Rasa-rasa Malaysia” invites consumers to experience the country through taste, with six flavours inspired by different states. These include Johor’s Liberica coffee, Kelantan’s dark chocolate banana, Melaka’s dodol (traditional toffee) Musang King (durian), Sarawak’s gula apong (brown sugar) tiramisu, a chocomalt kaw dinosaur flavour representing Kuala Lumpur and Selangor, and a strawberry lemonade variant inspired by Pahang’s Cameron Highlands.

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According to Edmund Tan, co-founder of Inside Scoop, the campaign was designed to turn ice cream into a form of discovery while reconnecting Malaysians with familiar tastes and cultural stories.

“Inside Scoop has always believed that some of the best stories about Malaysia can be found in our love for food, which is heavily ingrained into our very identity as Malaysians. With this campaign, we're pushing our belief that ice cream can be so much more than a mere treat. When we look much deeper, we see how ice cream can be a conversation starter, a memory trigger or something else altogether," he explained.

He added that the brand brought GO Communications on board to amplify the campaign’s narrative, noting the agency’s ability to uncover the emotional core of ideas and extend them beyond the product itself.

Beyond the flavours, the campaign introduces a series of experiential elements, including custom-designed packaging inspired by each state, as well as a limited-edition “Ice cream passport” and stamp rally mechanic. These features are designed to encourage in-store visits while creating a more interactive, travel-like experience for consumers.

Running from 6 April to 11 May 2026, the campaign will be available across Inside Scoop’s nationwide network of outlets.

For GO Communications, the appointment adds to its portfolio of culturally driven campaigns. Peter de Kretser, CEO of the agency, described “Rasa-rasa Malaysia” as a campaign that blends storytelling with national identity, turning a familiar product into a broader narrative around curiosity, nostalgia and discovery.

"We’re delighted to work with the Inside Scoop team to bring this campaign to life. It celebrates Malaysia’s diversity in a way that feels fresh, fun and easy to connect with, and we’re excited to help share that story," said de Kretser.

Founded in 2013, Inside Scoop has grown into a well-known homegrown brand with more than 70 outlets across Malaysia. Known for its handcrafted ice cream and locally inspired flavours, the company has introduced over 100 variants to date.

With GO Communications supporting its latest initiative, the brand is looking to extend the campaign’s reach and deepen engagement with Malaysian consumers through culture-led storytelling.

For Merdeka last year, Inside Scoop had also turned nostalgia into dessert with the return of its popular 'Lokal legends' collection. For its second edition, the homegrown brand has teamed up with six iconic local F&B favourites — Gardenia, GSC, Julie’s, Beryl’s, ZUS Coffee, and Farm Fresh — to create limited-edition flavours inspired by some of Malaysia’s most beloved treats.

The collection transforms nostalgic favourites into creamy, handcrafted ice cream, celebrating the country’s culinary heritage. Gardenia’s Twiggies Choc-A-Lot, for example, layers milk chocolate ice cream with bite-sized pieces of the childhood snack, offering a scoopable reminder of simpler times.

Be part of PR Asia Malaysia, 12 August 2026, for candid conversations and practical insights. Explore how opportunities can be found amidst uncertainties, as discovery becomes AI-shaped, regulations tighten, and scrutiny intensifies, communications now doubles down as a strategic infrastructure.

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