In the hustle and bustle of everyday life, moments of pause and reflection are often lost. POKKA Singapore seeks to address this with their novel campaign – “Let’s pause, let’s POKKA”. The campaign is rooted in POKKA’s 51-year-long heritage and aims to inspire consumers to take purposeful breaks throughout the day while savoring their favorite POKKA beverage.
The campaign’s central figure is Mediacorp artiste Ya Hui, a personality chosen for her alignment with the campaign’s philosophy. Ya Hui recently made headlines by taking a career break after 16 years with Mediacorp. Her journey resonates with POKKA’s intention to empower consumers to take the necessary breaks, serving as a reminder that we can step back and reset our lives.
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POKKA’s campaign artfully portrays Ya Hui’s story of self-care. Captured are moments of her enjoying POKKA Coffee, taking breaks from her hectic schedule to reflect on her ambitions. The campaign skillfully uses her story to emphasize the essentiality of self-care in maintaining mental wellness and presence in daily life.
The campaign does not stop at promoting mindful pauses but also extends to creative culinary collaborations. POKKA has joined hands with local F&B ventures like Kueh Ho Jiak and The Meatery, innovating unique ways to enjoy POKKA coffees. The partnership aims to intrigue and motivate coffee enthusiasts with delightful culinary surprises.
Group CEO at POKKA, Mr. Rex Macaskill, affirms that the campaign aims to enrich the experience of a coffee break. By inviting Ya Hui to the campaign, POKKA amplifies the importance of taking meaningful breaks in life. The act of savoring a coffee becomes a powerful form of mental recharge, offering a fleeting solitude that helps find clarity amidst chaos.
Ya Hui considers the timing of the campaign opportune. This pause has given her the chance to redirect her energy, explore new opportunities, and engage with her audience more personally. She expresses gratitude for POKKA, which stands as her first independent project.
Despite recent controversies surrounding POKKA’s former CEO, who was penalized for failing to disclose interest in transactions, the company continues to innovate. The CEO faced charges under the Companies Act, leading to his prohibition from managing a company for two years. Despite the turbulence, POKKA maintains its commitment to their consumers, offering experiences beyond just beverages.
The news in this article is based on a report by Marketing Interactive.
