Malaysian households are seeing Kara coconut cream extract on digital out-of-home screens nationwide, as the brand rolls out a roadside campaign designed to anchor its five distinct packaging tiers into daily cooking routines.
Culinary versatility through local staples
The 15-second creative push, developed by agency Muma Malaysia, anchors its messaging in familiar local dishes to demonstrate how the extract functions across both savory recipes and traditional desserts. The rotating displays feature nasi lemak, gulai, curry, kuih lapis, and ais krim potong.
“We wanted to keep the creative clean and simple so that the food could do most of the talking within the 15-second window,” said Muma Malaysia co-founder and creative partner Choo Chee Wee, explaining the fast-paced visual strategy behind the nationwide DOOH screens.
Tailoring five tiers to modern households
Running alongside the visual showcase is a structural push for five different pack sizes ranging from 65ml to 1000ml, built explicitly to address varied household and serving needs.
“Households vary greatly today, and serving sizes dictate different recipe requirements,” noted Cheong May Yeen, head of marketing at Kara.
Susanto Lee, general manager at Kara Marketing (M) Sdn. Bhd., added that the brand remains focused on understanding evolving consumer needs and identifying new opportunities to expand coconut consumption in everyday occasions.
Transit hubs and barista lines pave the way
This roadside digital blitz follows a string of activations intended to broaden coconut usage beyond standard culinary preparations. In September, Kara marked World Coconut Day by distributing nearly 6,000 coconut-based treats across five Klang Valley transit hubs, supported by a digital campaign, radio contest, and eCommerce promotion. That initiative built upon the late-year launch of Kara Barista Coconut Milk, which targeted specialty coffees, everyday beverages, and modern desserts.
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