PHOON SHI FUN Head of Marketing JDE Malaysia

How did your brand make an impact and resonate with Malaysian consumers in 2023?

Oldtown White Coffee has been one of Malaysia’s leading white coffee brands with our signature three-bean blend recipe that has stayed true to the authentic taste of traditional Ipoh white coffee.

This three-bean blend produces a distinctive taste profile with the sweet, nutty and aromatic notes of Arabica beans, the strong and deep roasted taste of Robusta beans and the rare unique taste of Liberica beans.

In 2023, we hosted an immensely successful “Chinese New Year Ong and Win” consumer contest, during which 304 fortunate winners walked away with gold waffles and cash prizes totaling RM138,888. The contest garnered overwhelming participation, with over 2000 entries received.

In addition, our “Win Free Fuel for a Year” contest resonated with consumers as we rewarded 200 winners with a year of free fuel which helped offset day-to-day expenses.

In 2024, what are the marketing innovations and expansion plans for your brand?

What we have introduced today is a reflection of what we have in store for the future. We continuously research and develop new flavours and coffee offerings that will meet the needs of our consumers; for example, Oldtown White Coffee Salted Caramel flavour reflects current trends and Oldtown Smooth Roast Kopi Less Sugar caters to our consumers who prefer less sweet beverages.

Oldtown will continue to captivate consumers with exciting consumer activations and promotions like our recent Win Oldtown Mini Gold Cup contest where we replicated our iconic Oldtown Cup in gold and offered 18 limited-edition cups as prizes together with a weekly cash prize, all totalling more than RM168,888.