Flash Coffee unveils first digital Ramadan campaign, redesigned stores

Flash Coffee, the Singapore-based coffee chain, is embracing the spirit of Ramadan with its first-ever digital campaign, "Together with Flash," designed to foster deeper emotional connections with consumers.

"Ramadan is a time of togetherness, reflection, and shared experiences, and I built this campaign wanting to capture that spirit through storytelling that celebrates food, drink, and the joy of breaking fast," Tempest Larrichia, chief marketing officer at Flash Coffee, told MARKETING-INTERACTIVE.

The campaign features a series of heartfelt videos showcasing the role of coffee and conversation in bringing people together. Running throughout Ramadan and leading up to Eid, "Together with Flash" is being rolled out across Flash Coffee's owned digital channels, in-store activations, and a localised out-of-home presence in key malls.

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A standout element is the BIG CUP activation, a large-scale Flash Coffee cup touring various stores as part of a roadshow, creating an interactive and shareable experience for customers.

"This campaign marks a shift towards deeper engagement with our customers, aligning with our broader strategy of evolving Flash Coffee beyond just a grab-and-go brand. As we expand, we're prioritising second-service experiences, encouraging customers to sit, stay, and immerse themselves in our spaces," Larrichia explained.

This initiative was conceived and executed entirely in-house, ensuring authenticity and a seamless brand narrative across all touchpoints, Larrichia noted.

Flash Coffee is also introducing its "most ambitious" Ramadan promotions to date. "We've taken a highly strategic, fractionalised approach - leveraging different channels, times of day, and partnerships to drive deeper engagement," Larrichia said, adding that the impact is already exceeding 2024's Ramadan sales.

Store expansion and redesign

While now headquartered in Singapore, Flash Coffee was founded in Indonesia in 2020 by David Brunier and Sebastian Hannecker. It has since expanded to Thailand, Hong Kong, and South Korea.

The company is rolling out new store formats in Indonesia's Jakarta and Bandung, marking a significant shift in design and branding. "These are a first for the brand in both size and scale," said Larrichia.

The new store concept moves away from the brand's signature yellow grab-and-go outlets, incorporating design elements inspired by the Indonesian landscape.

"We've centred the store design around the Indonesian landscape - taking our cues from the environment around us - and displaying a deep respect for the craftsmanship that echoes across the more than 17,000 islands that make up this beautiful country," he added.

Larrichia, who has a background in architecture and design, aims to bring a globally informed yet locally focused approach to the brand's evolution, noting that the new stores reflect a comprehensive overhaul of Flash Coffee's brand identity, including its logo, packaging, and content.

By adopting second-service formats that encourage customers to stay longer, Flash Coffee has enhanced profitability, increased transaction values, and tripled sales compared to existing stores. While the signature Flash Coffee yellow remains, it has been "premiumised and used more intentionally."

Looking ahead to 2025, Flash Coffee plans to accelerate its expansion with 10 new stores by the end of Q2. Larrichia added that following Eid, the company will roll out a major menu revamp, featuring a new range of energy drinks designed to meet shifting consumer preferences.

"This year, we're bringing our customers even closer through unique experiential events, from candle-making workshops to in-store Pilates sessions, DJ sets, henna art, and face painting for kids. It's all about creating moments that matter and reinforcing Flash Coffee as more than just a coffee brand - it's a lifestyle," he concluded.

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