Nestle Malaysia and Starbucks have come together to launch a ‘Ready-to-Drink’ (RTD) range with a fashion show. The fashion show constituted of students from De Institute of creative arts and design at UCSI University who came together to create Starbucks-inspired designs and worn by local influencers.
Specially curated for the event, the designs aim to reflect the daily lives of Malaysians – from the street to the office, whether at home or on-the-go, highlighting how Starbucks’ RTD range fits into every moment. The two main drinks in the RTD range’s debut are the Starbucks Frappuccino and Doubleshot.
Juan Aranols, CEO of Nestlé Malaysia & Singapore, said that tapping into the fast-growing ready-to-drink category in Malaysia, these drinks will appeal to the Malaysian youth who are looking for the convenience of a great coffee experience while on-the-go. “We will continue to develop a strong innovation pipeline to create new stimulating coffee moments for great indulgence and enjoyment”, added Aranols.
A result of a collaboration between Nestle and Starbucks announced in 2021, Nestle commercialised and developed the Starbucks RTD coffee beverages. Nestle leveraged its local footprint and execution capabilities in the regions of Southeast Asia, Oceania and Latin America. Their collaboration this year marks a further important milestone in the ‘Global Coffee Alliance’ they had formed in 2018 to unlock opportunities and elevate the coffee experience, enabling a growth for both companies.
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Both Nestle and Starbucks are known for their unique marketing strategies. For instance, earlier this month, Nestlé piloted refillable vending machines for Milo and Koko Krunch in Indonesia as part of its efforts to explore novel solutions that help to eliminate the need for disposable packaging. In September last year, Starbucks Malaysia and The dUCk Group collaborated for a limited-edition designer merchandise collection comprising drinkware and lifestyle accessories to celebrate the go-getters and purveyors of an active lifestyle.
With the fashion show idea, it seems like Nestle and Starbucks are playing into the trend of fashion shows as part of campaigns. Recently, Lazada turned Kuala Lampur’s hotspot, Jalan Bukit Bintang into a fashion runway for its exclusive fashion show, ‘Koleksi Raya LazLook’. This was the answer to fashion being one of the most popular search categories on Lazada Malaysia on its 11th birthday sale across Southeast Asia.
A+M has reached out to Nestle Malaysia and Starbucks to learn more about its marketing strategies moving forward.
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