Syrup brand Monin picks KL-based agency C27 for SEA digital duties

Syrup brand Monin Southeast Asia has appointed digital agency C27 to curate and handle social media content, harness digital insights to implement feasible rollout strategies and improve the user experience on Monin's regional website. The agency said it also seeks to position Monin as a global name not just for flavouring, but also as a source of innovation and inspiration to mixologists, baristas and bartenders.

In a statement to A+M, C27's spokesperson said the appointment is for a year and the pitch was held in February this year. There was no incumbent agency.

Monin Asia Pacific marketing director William Lee said it called upon the region's best agencies to pitch in order to drive its brand aggressively through digital mediums. "As a regional entity covering Asia Pacific, we are confident that this partnership will define many milestones for both parties in the coming future," he added.

Meanwhile, C27's CEO Fazil Fuad said Monin is an important win for the agency and it is C27's first regional account. "C27 is a team of food lovers, proven by our extensive digital track record in the F&B sector. We are thankful to Monin for entrusting a humble outfit like ours to lead the brand on the regional stage," he added. The new win adds on to C27's list of clients which include Netflix, U Mobile, and Touch'n Go Digital.

Earlier this year, the agency was also appointed by Allianz Malaysia to manage its Always 10 campaign. C27 leveraged on the brand’s existing and prospective customers through developing a quickfire quiz-based game. To increase brand perception and product experience, the campaign had its standalone microsite, with its main quiz feature consisting of 10 questions spanning across various topics. Winners of this gamified experience could win 10 out of 10 experiences, with prizes including trips to Europe to trivia vouchers.

CMO Amy Loke said the campaign is a perfect way to reward its customers. “The Always 10 campaign is a great extension of our goal to deliver solutions as well as act as our customers’ trusted companion. We have an opportunity to engage with [them] in a fun and interactive way which gives them a chance at winning something,” she said.

Fazil added that the agency's strong belief in serving value to an amazing customer base via digital means will play a huge part in accelerating growth in Allianz.