Tai Sun Malaysia marks 60 years with football-inspired snacking innovation

Tai Sun is celebrating its 60th anniversary with a football-inspired campaign that taps into how fans are increasingly watching matches on the go.

Created in partnership with Fishermen Integrated Singapore, the campaign introduces the "Tai Sun nutty footbowl", a specially designed snack bowl that allows football fans to comfortably enjoy nuts while streaming matches on their mobile devices.

The activation is built around the insight that football viewing has shifted beyond the traditional living room television, with fans now catching games during commutes, study breaks, late-night mamak sessions and other moments throughout the day.

The "Footbowl" forms the centrepiece of Tai Sun's 60th anniversary celebrations under the theme "60 years of goodness – Sharing snacks, sharing memories". Beyond commemorating the milestone, the campaign also reflects the brand's efforts to stay relevant to today's digital-first consumers.

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According to Esther Loo, head of marketing at Tai Sun, the anniversary is not only about celebrating the past but also looking ahead.

"Celebrating 60 years is about more than looking back; it's about shaping what comes next. The 'Footbowl' reflects how we want Tai Sun to evolve by finding simple, meaningful ways to be a part of our consumers' everyday lives. As we move forward, we will continue creating products and experiences that stay relevant to how Malaysians and Singaporeans snack, connect, and share moments," she said.

The campaign also builds on Tai Sun's recently launched brand platform, "Nuts for every vibe. For real.", which aims to reposition nuts beyond festive occasions or pantry staples into an everyday lifestyle snack suited for different moods and moments.

Azlaili Yunus, creative group head at Fishermen Integrated, said the idea stemmed from observing how football fans consume content today. "The 'Tai Sun nutty footbowl' starts with a very human truth: football happens under the blankets, during study breaks, and on late-night rides," she said.

"The creative team, Carmen Lee and Sandi Ng, saw this real behaviour and turned it into something playful, useful, and unmistakably Tai Sun. The goal wasn't to interrupt the fan experience, but to seamlessly belong in it. That is the heart of this activation and why it aligns with Tai Sun's new vibe-led direction," added Azlaili.

Alongside the campaign, Tai Sun has also launched its TS60 Contest, offering consumers who spend RM10 on participating products the opportunity to win a share of prizes worth up to RM60,000. The anniversary celebrations will also include a series of on-ground activations such as its 60th anniversary roadshow aimed at introducing the brand's refreshed identity to consumers.

It also recently launched its "Nutty squad" blind-pack pouch plushies, available for redemption with RM25 spent in a single receipt. The "squad" includes adorable versions of its pistachio, peanut, almond and macadamia nuts. 

Moving forward, Tai Sun said it will continue creating culturally relevant experiences that connect consumers through shared snacking moments, regardless of where they are.

Other brands in the region taking the opportunity of their brand anniversaries for celebratory campaigns, include Glico Asia Pacific, which is giving Pocky one of its biggest brand updates to date as the snack brand marks its 60th anniversary. The refresh comes under a year-long regional campaign titled “Connect with a smile”, which aims to reposition Pocky as a snack that sparks real-life connection, particularly among Gen Z consumers.

Last month, Coway marked its 20th anniversary in Malaysia, and the brand is choosing not to lean on nostalgia, but on reinvention. Positioned as a forward-looking evolution rather than a celebratory retrospective, Coway’s anniversary campaign signals a deliberate shift from product-led positioning to a more holistic lifestyle and home solutions identity.

Meanwhile, Shell Malaysia is marking its 135th anniversary with a new integrated campaign anchored by a brand film, as it looks to position itself not just as an energy provider, but as a long-term partner in Malaysians’ everyday lives. The “Made for more” or “Mencetus potensi sejati” campaign leans on nostalgia, the platform was created specifically for the Malaysian market to reflect a forward-looking narrative of progress and potential.

Related articles: 
Why Shell Malaysia is skipping nostalgia for a future-facing 135-year campaign
How Pocky is giving its 60-year-old brand a Gen Z glow up 
From appliances to lifestyle: How Coway Malaysia is redefining itself in its 20th year