MUNCHIES – CAPTAIN MUNCH
NEW ICON POWERS BISCUITS IN MALAYSIA
While Munchies brand savory and sweet treats are tops in Malaysia, their Captain Munch presence was weak at retail—packaging lacked impact and their brand character wasn’t connecting with 4 to 12 year-olds.
ANTHEM’s relaunch elevated Captain Munch to the explorer “sweet spot” identified in focus groups. Dynamic packaging and brand equity refinements created newfound excitement and a distinctive shelf presence based on need states.
Kids continue to be activated through a series of branded treasure hunts and in-store adventures delivering a compelling brand experience.
“Today, Captain Munch plays a key role in the Munchy’s portfolio. Munchy’s continues to lead the Malaysian biscuit market.” Alex Ong, Brand Executive Munchy’s Group