Pokka picks creative agency for SG and MY

Beverage brand Pokka has picked The Shout Group's Ignite to handle its creative duties in Singapore and Malaysia. The appointment of Malaysia-based Ignite signals the brand's ambition for growth beyond Singapore, it said in a statement.

Don't miss: POKKA SG encourages consumers to pause in new mindfulness campaign 

"All of us at Pokka look forward to collaborating with the team at Ignite," said Michelle Nunis, Pokka’s group general manager of marketing for Malaysia and Singapore.

"We view Ignite as a strong communications partner and respect their point of view that stems from consumer insights, their ability to constructively challenge us to ensure what is right for our brand and their creative perspective to deliver consumer-relevant and engaging campaigns,” she added. 

“Winning over Pokka for both the Malaysia and Singapore markets furthers our goal of building a solid portfolio of cross-border clientele, which already features Darlie, McCain, Febreze, Glad and Offspring, as we’re always keen on opportunities to promote Malaysia as a hub for regional creative development," said Shaun Tay, co-owner and chief executive officer of The Shout Group.

"My thanks to Rex Macaskill, group CEO of Pokka and Nunisfor trusting us with their brand and business. We can’t wait to get started," added Tay. 

Pokka regularly attempts to be at the forefront of creative campaigns. Last year, in Singapore, it unveiled a new campaign centred around empowering consumers to take pauses in a day and to promote mental well-being.

Titled ‘Let’s pause, let’s POKKA', the campaign was inspired by the brand’s heritage of 51 years, to encourage coffee lovers to take pauses throughout the day accompanied by Pokka. The campaign featured Mediacorp artiste, Ya Hui, who according to the brand, made the ideal brand personality to embody the mantra of the campaign. This was as she too took a break in her career.

The artiste left Mediacorp after 16 years to explore other things in life last year. Her story, in POKKA’s view, serves to motivate and give consumers the freedom to take a break when they need it so that they can reset and recenter their lives – especially when pausing in the day is more attainable than quitting a job. 

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