OLDTOWN White Coffee names marketing and sales head

OLDTOWN White Coffee has appointed Eda Hayati Ariffin (pictured) as its head of sales and marketing, reporting to chief development officer Deric Yeo. She replaces Jamie Fong who will be on sabbatical leave and upon her return, Fong will be handling new projects. 

OLDTOWN White Coffee unveiled a refreshed brand last month and updated the old street scene of its logo to include a more solid imprint in the brand refresh. Its Ipoh old street scene still remains as it is among the few main drivers of recall and connection to the brand's heritage.

The first phase of the brand refresh costs about RM600,000 and was carried out during the first quarter. Outlets due for renovation or refresh this year will be unveiled with the new interior design and the first one is targeted to open this month. Other marketing communications and point of sale materials, items, new menus and uniforms will also be rolled out. The full brand refresh is expected to cost approximately RM3 million and will be carried out throughout the year with more initiatives rolling out in more phases.

The brand refresh kicked off with an OLDTOWN Kopitiam Carnival at Sunway Pyramid which was done in collaboration with SLPR Worldwide. OLDTOWN's spokesperson previously told A+M that the creative concept behind the brand refresh lies in how it can retain the key heritage of its kopitiam brand and culture and allow this to be appreciated by the younger consumers. While consumers seek a sense of familiarity and comfort, they also want these in the modern light of comfort and convenience with a higher-level value of aesthetics, the spokesperson said.

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