myNEWS undergoes brand refresh, sets sights on East Malaysia

MyNEWS Malaysia has unveiled a new logo and tagline to reinforce its brand positioning as the preferred convenience store in Malaysia, in celebration of its 24th anniversary. With its new tagline "Always Welcoming, Delightfully Surprising", the brand hopes to continue fostering trusting relationships with its customers and loyal members. Its outlets are currently located in the urban areas in Peninsular Malaysia and the brand is setting its sights on East Malaysia as well as the region.

In a statement to A+M, myNEWS' spokesperson said the rebranding is worth approximately RM600,000 and aims to raise more awareness around the brand and its new offerings, such as its ready to eat category. The rebranding hopes to reintroduce myNEWS as a daily pop by location and PHD and Attitude Ideology were involved in the rebranding. 

According to the spokesperson, myNEWS worked on converting in-store branding and communication, trained its staff to improve their knowledge and customers's shopping journey, as well as collaborated with supplier brands and GrabMart to offer special promotions and contests. The company will leverage online media and radio ads, digital platforms, in-store branding, point of sale materials and flyers, as well as influencer marketing. While there are no exact cities and time frame for its expansion into East Malaysia, the spokesperson said it is a market that the company wants to enter into to offer local consumers its brand promise.

As part of its anniversary celebrations, myNEWS has collaborated exclusively with key supplier The Coca-Cola Company to offer consumers a special edition Coca-Cola premium item via its Money Can't Buy Rewards campaign. The prize is made available to consumers who spend on RM10 and above on Coca-Cola products, as well as Sprite, Fanta, Minute Maid Refresh, Authentic Tea House, as well as Heaven and Earth on the myNEWS app.

Founder and group CEO Dang Tai Luk said the company is always looking at the forefront and it is proud to be the first convenience store in the country to produce an app for its members, where deals and promotions are made available every month.

"This is one of our significant ways to keep abreast of the needs of our customers, especially during this trying time of recovery from the pandemic," Dang added. MyNEWS was founded in December 1996 and as of June 2020, had more than 530 outlets and currently serves over six million customers. Just last week, the convenience store chain signed a licensing agreement with BGF Retail, the owner of South Korean brand CU, and plans to open 500 CU stores in the next five years, The Edge reported. Quoting Dang, The Edge said this is part of its expansion plan and its aim to offer consumers more choices.

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