Moccona courts coffee fans with limited-edition charms

Moccona is leaning into the cultural side of coffee with a new campaign that blends convenience, collectability and local creativity.

The coffee brand has partnered with Singapore-based illustrator Natasha-Elle Veroff, better known as SADSHRIMPS, to launch "Moccona brew buddies", a set of limited-edition multi-charm collectibles designed to celebrate the different ways people enjoy coffee as part of their daily routines.

The collaboration is part of Moccona’s push to build stronger lifestyle relevance around Moccona Liquid Espresso coffee sachets, which launched in Singapore last year. Rather than focusing only on product convenience, the campaign positions coffee as a form of self-expression, from morning routines and afternoon pick-me-ups to iced coffee moments on the go.

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The Moccona brew buddies are available as complimentary gifts with selected Moccona Liquid bundles. Presented in a blind-box format, the four collectible designs encourage consumers to engage with the brand beyond the cup, turning everyday coffee occasions into playful keepsakes.

The campaign also taps into the growing appeal of limited-edition collectibles and artist collaborations, especially among consumers who value personalisation and design-led brand experiences.

By working with SADSHRIMPS, whose character-rich illustrations often transform everyday emotions and moments into bold visual stories, Moccona is giving its product proposition a more expressive and locally resonant layer.

At the centre of the campaign is Moccona Liquid, a ready-to-pour espresso format crafted from 100% Arabica beans. Each single-serve sachet is designed to offer café-style coffee without machines or lengthy preparation. Consumers simply pour the liquid espresso into a cup or glass, add 150ml of water or milk, hot or cold, stir and enjoy.

The range is available in three variants: 'Medium roast', offering a balanced and smooth espresso profile; 'Dark roast', a fuller-bodied option with stronger roasted notes; and 'Caramel', a subtly sweet and toasty flavour for a more indulgent serve.

“At Moccona, we believe the coffee ritual is deeply connected to everyday moments, and the way each person enjoys their brew is a reflection of creativity and self-expression,” said Jana Kucerova, head of marketing Singapore & Asian developing markets of JDE Peet’s Singapore.

“These limited-edition Moccona brew buddies multi-charms designed by SADSHRIMPS celebrate the fun, individual ways people enjoy their coffee while championing local creative talent. We think Moccona brew buddies perfectly bring together coffee culture, individuality and collectability in a creative and meaningful way," added Kucerova. 

Collectibles are also gaining traction as a wider marketing play among F&B brands in the region, with plushies, blind boxes and character-led merchandise increasingly used to build emotional connection, encourage social sharing and drive repeat purchases. Recent examples include ZUS Coffee. The Malaysian coffee brand launched its regional “ZUS BUDDY: Work in progress” campaign, anchored in the idea that adulthood and growth are ongoing.

As part of the campaign, the brand introduced collectible figurines inspired by working life archetypes across markets including Malaysia, Singapore, the Philippines, Brunei and Thailand, while also launching a Malaysia-exclusive “Kinda adult meal” that pairs a drink, food item and exclusive figurine.

Beyond coffee, CHAGEE released limited-edition “Bes-tea” plushie collection. First launched across Singapore, Malaysia and Thailand, the plush characters modelled after its bestselling drinks and supported by market-specific activations such as Singapore pop-ups, a Malaysia campus truck experience and mascot hunts in Thailand.

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