OATSIDE Coffee + Chocolate Malt Launch Campaigns
About
OATSIDE, a Singapore plant-based milk brand, is kicking off a 2-month campaign to introduce two new drinks—Coffee and Chocolate Malt.
Deliverables
A Go-To-Market proposal to show how OATSIDE can further push the boundaries to better reach coffee and chocolate lovers in Singapore.
Tone of Voice
Optimistic, Adult & As-is
OATSIDE Coffee
Campaign Objective
To establish OATSIDE as a coffee powerhouse by reigniting excitement for Ready-to-drink (RTD) coffee, driving awareness and trial, and making Singapore fall in love with coffee all over again.
WHO
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RTD drinkers
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Plant-based coffee drinkers
WHAT
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3 flavours: Mocha, Caramel Macchiato & Oat Latte
WHEN
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Cafe at home
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Pick-me-up on-the-go moments
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Study or exam periods​
WHERE
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Retail
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Digital/socials
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OOH - office/schools
WHY
Democratising oat milk coffee for the masses.
Key insight
As Singapore's billion-dollar coffee industry brews, opportunities for conversations flow.
The Big Idea
Every sip sets the tone for the day, transforming morning rituals into moments of connection.
No longer just a perk-me-up, coffee becomes a catalyst for meaningful dialogues, turning mundane mornings into something extra-oat-dinary.
Executions
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To get the ball rolling on conversations during routine morning commutes, an OOH MRT wrap is designed with two contrasting statements—one on each end—encouraging train commuters to choose the side they relate to.
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Additionally, ad hangers will be attached to MRT handles, each side of the cabin promoting a different coffee flavour.
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Statements
I’m happy with my lactose-free days vs. Nah I’ll stick to my OG MOO juice
Instant coffee is a convenient delight vs. Freshly brewed coffee heals my soul
Coffee should be black and strong vs. Coffee should be a flavour fest
Which one will milk a competition?
Plant-based milk vs. Non plant-based milk
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AR Filter
An online extension to the opposing statements presented in the MRT wraps.
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Randomised prompts will encourage fans to post and share their honest, unfiltered preferences on coffee-related topics. Ultimately, this will create conversations surrounding OATSIDE Coffee.
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Prompts:
If your morning coffee could talk, what it would say to you?
If you could only bring one type of coffee with you to a deserted island, which one would you choose?
If coffee had its own dance move, what would it look like, and can you demonstrate it?
Describe your ideal coffee date – cozy or lively?
Is having coffee a must on a first date?
Morning Moments
A playful twist on the quirky "Good Morning" messages locals share to reach morning commuters with dark ads on social media, featuring uplifting messages to start their day right.
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Other messages:
Wakey-wakey! Wishing you a day as fantastic as your morning brew.
Rise and grind! Life begins after coffee, and today is your canvas. Paint it bold.
Hey brew-tiful, today’s going to be great! Your coffee is brewed, and your potential is limitless. Let's own it!
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OatOatTeeDee
Start the day with our positive messaging on OOH ads promoting coffee during their morning commute. Flaunt your fit and feel great while doing it.
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Messages:
Start your day with a roast of convenience
Your morning wake-up call just got easier with OATSIDE
Drink up to OATSIDE, the fuel for brewtiful mornings
On-the-go goodness that perks you up in an instant
Rise and shine with OATSIDE
Coaster Cards
Turn your next coffee break into a lively and engaging affair, leaving you with dynamic and memorable conversations.
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How It Works
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Pack of 4 coasters exclusive for e-commerce redemption
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Each coaster has a bold statement on one side and a conversation prompt on the other
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Pick the side that aligns more with you and spark a conversation
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OATSIDE CHOCOLATE MALT
Campaign Objective
To establish itself as the chocolate milk drink for a new generation, winning hearts and minds of a young active and sporty audience​​.
WHO
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Existing chocolate and chocolate milk drinkers
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The sporty and active new generation
WHAT
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USPs: Keeps you full longer & is the sweet treat without the nasties (less sugar)
WHEN
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Play, fun, active moments
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Sports event
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Play time
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Active competitions
WHERE
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Retail, vending machines
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Digital/Social media
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OOH - playgrounds, sports competition
WHY
The healthier plant-based and delicious alternative chocolate malt drink.
Key insight
The great outdoors: where curiosity thrives, and wonder becomes the ultimate teacher.
The Big Idea
Step OATSIDE for the adventure of your lifetime.
Bring playtime outdoors and fuel it with a chocolatey escapade. Let OATSIDE reignite the joy of childhood, keeping the adventure alive in nature, and fostering camaraderie through play. Because play isn’t just fun, it’s what truly matters.​
Executions
Celebrate World Chocolate Day on 7 July with OATSIDE’s Chocolate Malt Playdate, a takeover of a fitness playground for an unforgettable day filled with fun, fitness, and flavour.
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With its USPs as the healthier energy-boosting drink that extends playtime, keeps you feeling full, and the perfect post-workout refreshment, OATSIDE is arranging this playdate as a spot to create lasting fun-filled memories, a convenient spot for a quick recharge, and providing a picturesque setting for photo opportunities in OATSIDE's distinctive brand colors.​
​​Join us for energising fitness classes and experience the perfect post-workout treat.​
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This event is open to the public, with media and KOLs invited to share their coverage and experiences.
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It’s better choc-oat-late than never!
​Hop on the Magic Oatbus
At the Chocolate Malt Playdate, hop aboard the Magic Oatbus, a camping-themed roving truck where attendees can sample the delicious Chocolate Malt.
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After the event, the truck will transform into a stationary pop-up, making weekly stops at high-traffic locations across Singapore.
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Skatepark
​"Double the Play, Double the Joooooooooooooy! More Play, More Yayyyyyyyyyyyyyy!"
Kick back at the site's skatepark, where the space will be decked in a bold, playful decal to promote the drink. The artwork incorporates wordplay aligning with the product’s USP of extended playtime. Perfect for those who play hard and need the fuel to keep going!​
Exteeeeeeeended Messaging
To take it beyond the event, we can leverage ads with clever wordplay across the following platforms to reinforce the USP of extended playtime.
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​Train stations
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Bus stops
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Billboards
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Vending machines
Social media
Target sporty and active users on TikTok through dark ads.
E-commerce
​​Buy into e-commerce channels to display digital ad banners.
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Get OATSIDE kids
Highlighting the importance of outdoor play, our paid social dark ads and OOH will showcase OATSIDE Chocolate Malt, which encourages kids to explore, keep active, and learn in nature. These ads will appear across multiple platforms—from social media to bus stop billboards—to encourage parents to support their children’s development through outdoor adventures.
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