Super Group reveals RM6m adspend

Super Group has launched a brand new packaging for its top selling white coffee series now called Charcoal Roasted White Coffee (CRWC).

The new look replaces the old Charcoal Roasted Ipoh White Coffee (CRIWC) packaging look with an allocation of RM6 million that covers ATL and BTL promotional activity.

Alex Seh, Super Coffeemix marketing manager for Malaysia, told A+M that the new look hopes to garner more consumers from the 18 to 40 years age group.

"Our previous target audience were those that fall within the middle-aged category and above. But we realised that consumers of this kind of coffee are getting younger," added Seh.

The company engaged brand consultancy agency Tangible, which did research and gathered feedback on the old design before changing it.

Seh added it found that the old packaging was seen to be confusing in terms of the information available on it, thus decided on the refreshed look.

The launch of the new packaging is a nationwide initiative starting 1 September till February next year with TVCs, radio commercials, print ads and point-of-sales material.

One million sachets of CRWC will also be given away during promotions in hypermarkets, supermarkets and mini-marts.

Seh added that the promotional activity aims to inform consumers on the change in packaging.