Why Montigo is turning its bottle into a Touch ’n Go charm

Drinkware brand Montigo has teamed up with Touch 'n Go to launch a 3D bottle charm, as part of a wider push to deepen its Malaysian identity as it looks to grow into a global lifestyle brand.

Dubbed "Malaysia your way", the collaboration ties into Montigo's 2026 "Drink your way" campaign, which centres on personalisation and self-expression. The brand said the partnership was designed to create something that felt distinctly Malaysian while appealing to a younger, Gen Z audience.

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Michelle Kong, senior manager, brand communications at Montigo told A+M that the collaboration stemmed from the brand's desire to create something "unique, unexpected and completely new" that people would genuinely want to own and use.

"We believe people should be able to make everyday objects their own, and this collaboration extends that idea beyond the bottle itself," she said.

"Ultimately, we wanted to create something that people would want to collect, want to use and want to carry with them — while bringing together two familiar Malaysian brands in a completely new format."

The partnership marks the first time Touch 'n Go has created a 3D version of its iconic product as a collectible charm.

The charm is a miniature version of Montigo's Ace Medium bottle, which the brand describes as one of its core hero products. It is also NFC-enabled, giving the collectible a functional element for commuters and drivers rather than serving purely as a decorative accessory.

The charm sold out online within two days of launch. It was subsequently stocked at selected Montigo stores, and is now sold out nationwide, according to the brand.

"While we anticipated interest in a first-of-its-kind collaboration between Montigo and Touch ’n Go, the speed at which the charm sold out was certainly a pleasant surprise," Kong said. She added that the response reflects growing consumer interest in products that combine collectibility and functionality with brands they already have an affinity for.

The charm was intentionally produced as a limited-edition item, with Montigo having no plans to re-release it.

"We intentionally kept it exclusive to give fans of both brands the opportunity to own something that is unique and not part of our regular product range," Kong said.

"As it is also the first-ever 3D Touch ’n Go collectible charm of its kind, we hope it becomes a fun and memorable piece for fans to collect and use in their everyday lives," she added. 

For Montigo, the collaboration is also part of its wider approach to building a global brand without losing its Malaysian roots.

Kong described Montigo as a "Malaysian-born, Southeast Asian lifestyle brand", adding that its global ambitions do not mean moving away from its connection with its Malaysian community. Instead, the brand aims to allow individual markets to make it their own through colours, designs, collaborations and storytelling, rather than imposing a single global identity.

The TNG charm is an example of how the brand is using a highly localised collaboration to build that identity, Kong said.

"For us, this collaboration is another stepping stone towards building Montigo as a truly global lifestyle brand — one that can travel across borders while still knowing how to speak to the people in each community," she said. 

The tie-up also comes as TNG leans further into collectibles. Since its first IP collaboration at the end of 2024, the company has turned its cards, charms and RFID tags into fan-driven collectibles, with partnerships spanning Pokémon, SPY x FAMILY, Hot Wheels and Barbie, alongside local artists such as Bichi Mao and Loka Made.

As A+M previously reported, TNG chief executive officer Praba Sangarajoo said the strategy began when the company noticed consumers buying cards as collectibles rather than for use, with some launches selling out within hours. Its 2026 releases have expanded into pouches, bags, tumblers and other formats.

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