Nufresh flips Singapore’s ‘chope’ habit to spark hygiene talk

In Singapore, tissue packs mark territory. This time, they sparked a conversation. Nufresh, in partnership with boutique creative agency ODD, turned the nation’s iconic 'chope' (to reserve) behaviour into a bold, scroll-stopping on-ground activation.

Over two days, tables at Maxwell and Amoy Food Centres were “chope-d” with Nufresh food-safe wipes disguised to look like the typical tissue packets Singaporeans leave behind to save their seats. The twist? Each pack doubled as an invitation to 'wipe before you makan' (wipe before you eat).

Reactions were captured on hidden cameras and seeded on social by influencers Cordelia and Jeremy, fuelling authentic buzz and share-worthy content.

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Beyond the surprise, the stunt doubled as a product education push, highlighting Nufresh’s food-grade, rinse-free, alcohol-free wipes that are gentle enough for pacifiers and utensils.

Crucially, the ‘chope’ stunt was built for commerce too. QR codes on the packs drove people straight to Kleen-Pak’s official store on Shopee, unlocking a 40% discount and blurring the line between product trial, branded content and conversion.

At the same time, Nufresh launched a TikTok voice-controlled AR game to promote its new cooling body wipes. The game stars Snowy, a lovable snowman trying to survive Singapore’s relentless heat. As part of the game, users are challenged to keep Snowy from melting serving as a playful nod to the wipes’ refreshing effect. The game rewards players with prizes such as a staycation at Mandai Rainforest Resort by Banyan Tree.

“Singaporeans are used to seeing tissues on tables. We wanted to flip that expectation and use it to spark a conversation about everyday hygiene,” said David Chong, marketing manager at Kleen-Pak.

“With Nufresh, it’s not just about staying clean, it’s about making it second nature. This activation let us bring that message to life in a way that felt local, fun and real," added Chong. 

Naresh Kumar, creative partner at ODD stated: “We wanted to show up where the habit already exists — not disrupt it but redirect it. Instead of preaching hygiene, we let culture lead.”

Social experiments have become a powerful tool for brands in Singapore to spark real conversations, shift mindsets and put pressing issues in the spotlight. By capturing unscripted reactions and turning everyday moments into teachable ones, these campaigns tap human truth to break through the noise.

Another recent example includes POSB's "Does age matter?" campaign. The bank turned a simple guessing game into a reality check about cancer’s impact on young Singaporeans. What started light-hearted — questions about weddings and kids — took an unexpected turn when the question “Who has had their plans disrupted by cancer?” surfaced. The reveal of a young breast cancer survivor brought home a tough truth: cancer is not just an older adult’s disease.

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