Oligo bets on community marketing to build long-term brand equity

As brands look to cut through an increasingly crowded digital landscape, many are rediscovering the value of face-to-face interactions. For Malaysian chocolate malt drink brand Oligo, that has meant taking its marketing directly into schools, neighbourhoods and communities in a bid to build trust long before consumers reach the supermarket shelf.

Owned by Power Root, Oligo has spent the past year ramping up experiential marketing through nationwide school activations, community programmes and its Oligo Truck Tour. According to Edwin Chang, marketing manager at Power Root, these initiatives have become a cornerstone of the brand's long-term strategy to strengthen relationships with Malaysian families while encouraging healthier lifestyles.

Rather than treating experiential marketing as a one-off campaign tactic, Chang said the brand views these initiatives as long-term investments in consumer trust.

"These programmes allow us to engage with families and communities in an authentic way, encourage product trial, strengthen brand trust, and reinforce Oligo's commitment to supporting healthier lifestyles across Malaysia," he said.

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Among the brand's biggest initiatives was its nationwide school activation programme, which Chang said helped reinforce Oligo's positioning as a trusted household brand. Complementing these efforts was the Oligo Truck Tour, which brought the brand directly into local communities through interactive on-ground experiences designed to encourage trial and foster deeper connections with consumers.

The same philosophy extends to Oligo's ambassador strategy. While the brand has maintained its longstanding partnership with Olympic cyclist Azizulhasni Awang, Chang said the collaboration has evolved beyond traditional celebrity endorsement into a platform for community engagement.

One example saw Azizul return to his former primary school to share his personal journey with students. According to Chang, the goal is no longer simply to feature the athlete in campaigns, but to champion the values he represents and inspire Malaysians through meaningful, community-focused initiatives.

Looking ahead, Oligo plans to deepen its integrated marketing approach across both physical and digital channels, with community engagement continuing to play a central role. The brand also intends to invest further in social media, strategic partnerships and content-led storytelling that reflects the lifestyles and aspirations of Malaysian families.

While performance marketing remains important for driving measurable business outcomes, Chang said Oligo is equally focused on building long-term brand equity through sustained investment in consumer engagement, ambassador partnerships and community programmes.

"We want consumers to associate Oligo with care, wellness, positivity and family," he said. "Whether it is at home, in schools, during community activities or through everyday moments, we aim to be a brand that supports Malaysians in making better choices for themselves and their loved ones."

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