Two music icons battle out in 7DAYS' new flavour launch campaign

Snack brand 7DAYS has released a new campaign to launch two new flavours 'Double Cream Chocolate Vanilla' and 'Double Cream Vanilla Forest Berries'. The campaign brings together two musical icons of opposing genres to release a catchy tune named 'Gandingan Tergempak Malaysia' (Malaysia's Greatest Mix). 

Accompanying the new tune is a music video where Naim Danial plays the character of a suave, luxurious crooner to represent the nature of 'Double Cream Chocolate Vanilla' while Bunga plays an edgy, high-energy rapper that represents 'Double Cream Vanilla Forest Berries'. 

The two musicians are later seen battling each other through song and dance on who's flavour is the best. The song ends with them coming together through the mix of vanilla in both flavours.

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In addition to a song and music video, the campaign calls upon Malaysians to try the new flavours and dance to the new song's signature moves to win weekly exclusive prizes via the #DoubleCreamChallenge. 

The grand prize includes signed 'Gandingan Tergempak' merchandise set by Naim Daniel and Bunga with meet and greet passes, followed by first place prizes of 'Gandingan Tergempak' 7DAYS varsity jackets, second place prizes of 'Gandingan Tergempak' 7DAYS crossbody bags and consolation prizes of 7DAYS Double Cream tote bags. 

"Our commitment in fostering joy and togetherness evolves with modern consumer habits, such as the desire for new exciting flavours or participating in new online trends. So, we at 7DAYS want you to come and join in the fun and show us your best moves," said Cindy Yeo, senior manager, marketing of Muchico Bakery. 

The campaign was done in collaboration with Naga DDB Tribal. “There’s something powerful about a community coming together to share the love for food and fun. It’s the perfect combination that drives happiness, which is at the heart of what we do as experience makers," said at Naga DDB Tribal representative. 

To join the Double Cream Challenge, interested participants have to purchase and scan the QR code on 7DAYS packs and upload a TikTok or Instagram video of them dancing. The challenge is available until 14 July 2024. 

Finally, a media launch and a chance to meet Naim Daniel and Bung at Sunway Pyramid from 25-28 July 2024 will be held as part of the campaign. Roadshows and sampling activities will also be happening in selected stores nationwide upon the launch, up until September. 

This isn't the first time 7DAYS has employed the use of a catchy tune and a music video in its campaign. In 2020, the brand released a music video titled 'Takkan Bosan Dengan Kroisan' (Won't be bored of croissants) to encourage consumers to shift from regular bread to croissants. 

The rap and music video celebrated the quirky side of life and featured a choreographed dance routine. The moves were later used in a "Name the dance move" consumer contest, with 7DAYS offering consumers daily cash prizes and vouchers for those who left the most creative dance name in the comments section.

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