Subway MY and Coke 'Stack Up' festive fun with limited-edition blocks

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Subway Malaysia and Coke Malaysia have joined forces to launch limited edition Stack Up blocks. Subway's spokesperson told A+M that the creative concept came about as the brand wanted to ensure the best possible experience for new and loyal fans alike. "We believe the 'Stack Up' blocks will be a fun and enjoyable game that can bring about great memories among friends and family during his festive season," Subway said.

According to Subway Malaysia's LinkedIn, there are 4,000 units available for redemption with each purchase or the "Tri-pepper chicken combo". With this collaboration, both brands aim to explore ways to work together and drive growth by unlocking the power of their brands in Malaysia. While Subway declined to comment on the monetary value of the collaboration, the company said that this was a "win-win" partnership" for two strong, reputable and complementary businesses coming along.

The company said it is constantly innovating to develop new ways to deliver better food and the best experience for its guests. "The pandemic has undoubtedly changed the way people consume and make purchases. To that end, the company has made significant investments in technology that has enabled it to reach a wider group of guests," Subway's spokesperson said. With a growing presence on Grab and foodpanda, Subway plans to further expand its third-party delivery service, remote-ordering and takeaway offerings in Malaysia next year.

Subway is not the first brand to have executed the stack up block concept. Earlier this month, McDonald's Singapore released limited edition Jenga sets as part of its "McDelivery Night In" campaign. The two Jenga sets were fashioned after the brand's iconic Big Mac and french fries. To promote and build hype around the new campaign, McDonald's Singapore started pushing out social content since 11 November 2021. To further entice fans, it unveiled a 24-hour advance sale on its Big Mac Jenga set, exclusively for McDonald's subscribers.

At the same time, Singaporean bakery SunnyHills is also promoting its Honey Cake Rusk using the Jenga concept. In a bid to showcase how the fun-sized product can bring greater enjoyment to consumers, SunnyHills has created advertising materials showcasing the Honey Cake Rusk being stacked up individually like Jenga blocks.

Separately, Subway has constantly pushed the boundaries of its marketing campaigns. In July, it created a special anthem when it rolled out its Rendang Sub in Malaysia, featuring celebrities Zee Avi, NYK, Shak, and Haneri, for example. It currently works with VaynerMedia Asia Pacific, PHD and Mutant Communications.

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