Shopee MY promotes squishy toys after FamilyMart's food pinching incident

Shopee Malaysia is showing its cheeky side once again. This time, it is promoting its range of squishy toys by leveraging on recent online chatter surrounding a man who opened up and squeezed a few food and drink packages at a FamilyMart outlet in Nilai, Negeri Sembilan.

In a video that is circulating online, the perpetrator was shown grinning and squeezing various food items, as well as taking a sip from one of the beverages. Shopee's Facebook post, which garnered 1.7k reactions, 137 comments and 567 shares at the time of writing, showed a hand squeezing a swiss roll squishy toy with the caption "Cakes that are designed to be pinched".

The Facebook post also said if consumers are itching to pinch something soft and fluffy such as cakes, they should purchase a squishy toy from Shopee instead of pinching real food items. Netizen reactions were mainly positive, with many complimenting the company for its witty and creative marketing as well as sarcasm.

In a statement to A+M, Shopee Malaysia's marketing lead Marianne Chuo said the post was part of its continuous effort in driving user engagement. One way to do so is by picking up on trends and responding to them in an eye-catching, attention-grabbing and effective manner, Chuo said, adding that Shopee also took on a comical approach in our response to distasteful behaviour whilst keeping the #ShopeeAdvice theme.

"The post serves as a fun public service announcement to go against misconduct and through it all, to also remind people on a 'healthier' approach that if they are under a lot of stress, they can try relieving their stress by squeezing a squishy toy in the shape of a cake instead. We, of course, cheekily included details on where to get them," Chuo said.

Separately, Shopee has also launched Shopee24 Express Delivery, which is applicable to an assort of over 10,000 items from brands such as Nescafe, Dutch lady, Drypers, Dove, Dettol, Khind and Philips. Currently available for users within Klang Valley, Shopee24 serves to answer the call of consumers for speedy fulfillment when shopping online. Meanwhile, KipleHome, a residential management solution, will be introducing Shopee24 within its app for users to experience seamless shopping convenience. As part of this partnership, kipleHome is handing out RM10,000 worth of Shopee vouchers to users for first-time purchases from a dedicated Shopee24 collection page beginning 1 July.

To celebrate the launch of Shopee24, the company has launched the Shopee 7.7 Orange Madness campaign, allowing users to indulge in discounts and specially-curated promotions and games. Benefits of the sale also include products being sold at RM0.77 on a daily basis, handpicked collections, as well as the "One or Not" guaranteed prizes. To participate in "One or Not", consumers have to buy their desired items for RM1 and one selected buyer will be chosen randomly for each item at noon the next day. Shopee will also be dishing out four free shipping vouchers as part of the sale.

On top of that, users can tune in to Shopee Live on the app and watch live streaming sessions daily by brands and sellers on the latest products and reviews. Additionally, to celebrate the 7.7 Orange Madness campaign, Dunkin’ Donuts is offering users three donuts for only RM7.70.

Ian Ho, regional managing director, Shopee said the company has observed that consumers not only want their online purchases to be delivered in tip-top condition, but there is also an increasing demand for faster deliveries.

"Final mile delivery is a key element in the online purchasing journey. We believe that our ability to now offer express delivery without charging premium prices and cover a huge product assortment will not only change the way Malaysians shop online, but also impact their lives positively with greater convenience,” he added.

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