POKKA SG encourages consumers to pause in new mindfulness campaign

POKKA Singapore has 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 features Mediacorp artiste, Ya Hui, who according to the brand, makes the ideal brand personality to embody the mantra of the campaign. This is as she too takes a break in her career. 

The artiste left Mediacorp after 16 years to explore other things in life. 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 taking a pause in the day is more attainable than quitting a job.

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The campaign presents Ya Hui taking a break from her busy schedule and enjoying POKKA Coffee as she reflects on her goals and aspirations. Using her life story, she expresses the importance of self-care and how it has helped her to refresh her mind and stay present in her daily routine.

POKKA Coffee has also collaborated with several homegrown F&B businesses, such as Kueh Ho Jiak and The Meatery, to develop innovative creations to delight and inspire coffee lovers to enjoy POKKA coffees inmore ways than one, wherein they can savour Pokka Coffee through delectable culinary creations.

“Our ‘Let’s pause, Let’s POKKA’ campaign aims to help consumers go beyond the mundane of having a coffee break and seek deeper value in this transient activity. Bringing Ya Hui on board the campaign was fortuitous as she illustrates our message of taking a pause with her life story,” said Mr Rex Macaskill, group CEO at POKKA.

“The act of drinking coffee by yourself is simple and can be a powerful form of mental recharge if you are doing it right. Against the backdrop of a growing emphasis on mindfulness and wellness, the act of taking a pause - when you need it – grants us momentary solitude and privacy with our thoughts to find clarity in the chaos that we encounter every day,” he added.

Ya Hui said that the timing of the campaign was perfect for her to come on board. “After 16 years with Mediacorp, taking a pause allowed me to refocus my energy, seize my artistic freedom and explore new avenues of growth. I am grateful to collaborate with POKKA as my first project being an independent artist, which allowed me to connect with my audience on a more personal level,” said Ya Hui.

POKKA was recently embroiled in controversy wherein its ex-CEO was fined for failing to disclose interest in transactions. Ong was also barred from acting as a company director and managing a company for two years, as he pleaded guilty to breaching the Companies Act under three charges.

He faced three charges under Section 156 of the Companies Act November last year, where Ong, who was a director in both Pokka International and Pokka Corporation, had partial beneficial ownership of Asian Story Corporation (ASC) and failed to disclose his interest to Pokka International and Pokka Corporation on three occasions between 2010 and 2017 when ASC entered into transactions with the two Pokka entities.

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