ZUS Coffee launches new pastry outlet with immersive giant croissant takeover

Malaysian coffee brand ZUS Coffee has launched a new pastry store called "Coffee Meets Pastry".

Located in 1 Utama Shopping Centre, the pasty store is a "new cosy hangout for the best coffee and pastries", said ZUS Coffee in a Facebook post. 

To promote the launch, the brand tapped onto imagery and giant cut outs of croissants to generate buzz and excitement. 

Don't miss: Why ZUS Coffee's double apology for its adidas event failed to hit the PR mark

In one teaser video, a woman wearing sunglasses was seen walking around a mall with a cup of ZUS Coffee in hand, and a giant croissant cut out clasped underneath her other arm. 

She is later seen drinking the coffee outside a poster that reads "This is not ZUS Coffee" before walking past the stores' name which was revealed as "Coffee Meets Pastry by ZUS."  

In a second teaser video, a woman is seen carrying a bag full of croissants and pasting photos of croissants onto various walls. She is later seen putting one croissant into a Coffee Meets Pastry paper bag and taking it away. 

The final shot is of her walking past a photo of a croissant with the text "Coming soon", with a croissant in her mouth. 

In store, a giant table in the shape of a croissant sits in the middle of it. 

In addition, the store features a photo wall featuring croissants in different forms such as a croissant dipped in coffee, a croissant in the mouth of an animal and a croissant as hair on a human head. Croissant-shaped stickers were also available. 

ZUS Coffee has been branching out as of late. Prior to launching Coffee Meets Pastry, the brand made a move into the fast-moving consumer goods (FMCG) and lifestyle products market in January this year with the launch of a new vertical and canned fizzy coffee.

The new vertical, ZUS Everywhere, has a landing page separate from its main ZUS Coffee website with lifestyle products and coffee at the forefront. Serving as an eCommerce platform, visitors will be greeted with an interactive virtual living room with the brand’s products scattered across it.

Products featured include its drinkware, coffee brewing tools and a jersey to name a few.

The interactive site also features COFFIZZ, its new canned carbonated coffee drink that aims to mark the brand’s entry into the ready-to-drink FMCG market. ZUS Coffee also said that COFFIZZ will be the first of more FMCG products to be released throughout the year.

Related articles: 
ZUS Coffee apologises twice as brand sentiments drop following adidas event  
ZUS Coffee pays ode to unsung heroes in new Raya film 
ZUS Coffee uses music to urge Malaysians to be fearless when bombarded with CNY questions