Challenge

Wonda Coffee has led Malaysia’s RTD coffee market for a decade. But after years of success, the category hit stagnation—taste alone was no longer enough.

Wonda Coffee needed more than product innovation. It needed cultural relevance — a story that could deepen emotional connection and strengthen its place in the hearts of Malaysians.

 

Solution

Keluang Man’s 2025 movie comeback wasn’t just a blockbuster moment. It was the return of a cultural icon— a homegrown hero rooted in shared values and identity and Wonda Coffee seized it first.

Together with Astro, Wonda Coffee transformed a movie sponsorship into a nationwide cultural movement. The launch of Wonda Kopi Edisi Kluang became the anchor—paying tribute to Keluang Man’s hometown and Malaysia’s coffee heritage.

Beyond the screen, the partnership broke into real life:

  • A giant mural in Kluang, Johor
  • A Keluang Man-themed climbing wall at KidZania
  • A cinematic Wonda Coffee TVC tying the hero into the brand story
  • A heroic debut at the Merdeka Parade

The momentum peaked on Malaysia Day with the Wira Wonda Kita movement.

For one day, Wonda Coffee took over Astro’s media ecosystem:

  • Astro Ria rebranded as Astro Wonda Ria
  • 13 Astro radio stations became Wonda FM
  • Astro’s digital and social went into full Wonda Wira visual takeover
  • Contest to win cash and share their stories on Malaysia’s #1 talkshow – MeleTOP, where Malaysians were invited to honour everyday heroes

This wasn’t just media activation. It was cultural activation—with national sentiment as the fuel.

 

Results

This wasn’t just a movie partnership. It was a brand rewriting cultural relevance.

  • +2069% sales growth for Wonda Kopi Edisi Kluang
  • 5 million cans sold in 8 months
  • Over 28 million Malaysians reached
  • +2M video views and +4M impressions
  • Brand metrics surged:
    • Awareness and buzz doubled
    • Purchase consideration jumped among TV viewers (+24%) and Radio listeners(+28%) audiences

Wonda Coffee and Astro proved that when IP, media and storytelling collide—brands don’t just advertise. They create movements.