Subway creates first-ever limited-edition sandwich wrapper for Merdeka and Malaysia Day

Subway Malaysia has launched its first-ever limited-edition bespoke Sub wrapper to celebrate Merdaka and Malaysia Day, in collaboration with Malaysian comic artist Ernest Ng. The Sub wrappers will be rolled out throughout the months of August and September.

Aimed to connect with local consumers in Malaysia, the bespoke wrapper features comical interpretations of Malaysian landmarks, such as the Petronas Twin Towers, and pays homage to other local icons such the Greenback Turtle and the Rafflesia flower. Additionally, Subway Malaysia’s mascot, Sabweh, is also featured on the wrapper. Sabweh was designed by Ng back in April, and was brought to life via the 3D billboard at Pavilion Kuala Lumpur two months ago. MARKETING-INTERACTIVE has reached out for additional information.

Hang Ee Laine, head of marketing for Subway in Southeast Asia, Hong Kong and Macau said that Subway has always tried new ways to give its customers new and memorable experiences beyond its menu offerings. “With this bespoke wrapper, we’re celebrating Malaysia’s heritage, culture and local talent. Malaysia has always been an important market and we’ve witnessed great success with localised offerings, so we’re excited to add something ‘fresh’ to the guest experience during these months of celebration for Malaysia,” she said.

Archana Menon, country manager for Malaysia, Mutant Communications, the PR agency behind the execution, said: “It’s a privilege for us to be working with a globally loved brand like Subway, and we have really taken their quest for guest innovation to heart.” She added that while Subway has not introduced localised wrappers globally, however, it believes that the wrapper will resonate with the locals in Malaysia. “It has been great working with the Subway team because they are so supportive of our efforts and are always willing to  try something new and push the boundaries of partnerships and collaborations,” she added.

Subway Malaysia has been introducing new initiatives to connect with the local culture in Malaysia. To showcase its 23 years of unique history and culture in Malaysia, it launched its Subway Mini World Exhibit featuring Sabweh in July. The exhibit featured miniature displays of memorable landscapes across the nation such as the Dataran Merdeka, handcrafted by MinNature Malaysia, a holographic sub display, and a ten foot sub statue.

Subway has not been the only brand to roll out localised content. In fact, many other brands have been doubling down on localised content to connect better with their target audiences. Luke Kang, president of The Walt Disney Company, APAC, said in a virtual event last year that consumers across the region are increasingly demanding the best of global and local language content for OTT platforms. In lieu with that, Disney+ doubled down on local content with 20 new local APAC content titles, including 18 originals done in collaboration with content creators from Malaysia, Indonesia, Japan, South Korea, Greater China, Australia and New Zealand last October. 

Meanwhile, last year, for Merdeka, MILO Malaysia worked together with Reprise Digital for a fully animated film, aimed to trigger a sense of belonging, relevance and nostalgia in Malaysians’ hearts. 

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