Mamee Monster: The Return of an Icon

Mamee Monster the snack noodle brand targeted a new audience of millennials with a FOMO-inducing eating challenge in Malaysia.

Campaign details

Brand: Mamee Monster Brand owner: Mamee Double Decker Agency: Reprise Market: Malaysia Industries: Convenience, readymade Media channels: Online display, Online video, Social meda, Word of mouth, Influencers Budget: Up to 500k

Executive summary

The task: for 50 years, Mamee Monster had consolidated its position as one of Malaysia's legacy brands, remaining in the fondest of childhood memories for many Malaysians. In 2019, the brand decided to change the course of its narrative and target millennials instead.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands