POKKA Singapore, established in 1977 by parent company POKKA SAPPORO FOOD & BEVERAGE LTD., JAPAN, is a leading beverage company in Singapore and Asia-Pacific. The company manufactures and markets a wide range of beverages under the reputed brand name “POKKA”, with its coffee portfolio boasting a heritage of 51 years and counting. This milestone was the impetus for the “Let’s Pause, Let’s POKKA” campaign to encourage coffee lovers to take pauses throughout the day with POKKA coffee as their preferred choice of beverage. Consumers will learn different ways of taking pauses through a series of engaging, edutainment-styled content on the campaign microsite www.PokkaCoffeePause.com, which will go live on1 Jul 2023.
Ya Hui makes an ideal brand personality to embody the mantra of the campaign as she too is taking a pause-but for her career. On Feb 23, Ya Hui left Mediacorp after 16 years to go on hiatus and take her time to explore other things in life. Her story serves to motivate and permit consumers to take a break when they need it so that they can reset and recentre their lives–especially when taking a pause in the day is more attainable than quitting a job.
POKKA Coffee has also collaborated with several homegrown F&B businesses, such as Kueh Ho Jiak and The Meatery, to develop innovative creations to delight and inspire coffee lovers to appreciate POKKA Coffee as more than just a delicious beverage. It’s a once-in-a-lifetime opportunity to savour Pokka Coffee through delectable culinary creations.
“Our “Let’s Pause, Let’s POKKA” campaign aims to help consumers go beyond the mundane of having a coffee break and seek deeper value in this transient activity. Bringing Ya Hui onboard the campaign was fortuitous as she illustrates our message of taking a pause with her life story,” enthused Mr Rex Macaskill, Group CEO, POKKA Pte Ltd.
He added, “The act of drinking coffee by yourself is simple and can be a powerful form of mental recharge if you are doing it right. Against the backdrop of a growing emphasis on mindfulness and wellness, the act of taking a pause-when you need it–grants us momentary solitude and privacy with our thoughts to find clarity in the chaos that we encounter every day.”
ABOUT THE CAMPAIGN: LET’S PAUSE, LET’S POKKA
This campaign aims to position POKKA as the number one choice for all coffee breaks in Singapore, by focusing on an activity that coffee-drinking consumers can relate to taking a pause in the day by having coffee breaks. POKKA seeks to educate the public on the health benefits of taking pauses so that they appreciate the value of this simple activity and pursue it with intent.
Given Singaporeans’ fast pace of life, POKKA Coffee believes this message would strike a chord among coffee drinkers to take meaningful pauses during the day.
YA HUI IS POKKA COFFEE’S FIRST CELEBRITY ENGAGED IN THEIR MARKETING CAMPAIGN
Being a 6-time winner of the Top 10 Most Popular Female Artistes, POKKA Coffee is confident that Ya Hui’s popularity would raise the brand profile with coffee drinkers among students, yuppies and PMETs. Leveraging Ya hui’s amiable personality and relatability, POKKA Coffee hopes to be embraced as a trusted partner in helping individuals find clarity and calm in their day-to-day lives-with POKKA Coffee as their preferred beverage.
“The timing was perfect for me to come onboard this campaign. After 16years with Mediacorp, taking a pause allowed me to refocus my energy, seize my artistic freedom and explore new avenues of growth. I am grateful to collaborate with POKKA as my first project being an independent artist, which allowed me to connect with my audience on a more personal level,” beamed Ya Hui.
The campaign presents Ya Hui taking a break from her busy schedule and enjoying POKKA Coffee as she reflects on her goals and aspirations. Using her life story, she expresses the importance of self-care and how it helped her to refresh her mind and stay present in her daily routine.
Ya Hui takes a pause by going to nature parks with a serene environment, practising deep breathing exercises, and letting her mind wander during the session. The combination of these activities often led to enhanced clarity, mental rejuvenation, and improved performance on challenging tasks that she must perform.
She added: “I like to indulge in a cup of coffee as part of my mindful pause and I am thoroughly enjoying POKKA Coffee for its high-quality brew made with real coffee beans and real milk that yields a premium taste and an authentic aroma.
”For campaign shoots, the four POKKA Coffee flavours will be “endowed” with personalities represented by different characteristics of Ya Hui; she is wholesome for Premium Milk Coffee, sophisticated for Premium Cappuccino, romantic for Premium Mocha and active for Premium Milk Coffee Less Sugar.
TAKING A PAUSE FROM A CLINICAL PERSPECTIVE BY NEUROLOGIST DR ZHAO YI JING
When we persistently engage in activities without taking breaks, we subject ourselves to chronic stress, mental fatigue, and a decline in cognitive performance. Our brains and bodies naturally require rest to recharge and maintain optimal functioning. Taking a pause, in particular, is a vital form of rest. It effectively reduces stress hormones, allows our minds to relax, and promotes a profound sense of calm. During these moments of respite, our brains can efficiently process information, consolidate memories, and significantly enhance creativity and problem-solving abilities,” explained Dr. Zhao Yi Jing, Medical Director of Zhao Neurology and Headache Clinic, Mount Elizabeth Medical Centre.
51 YEARS OF JAPANESE HERITAGE IN THE MAKING: POKKA COFFEE IS THE REAL DEAL
POKKA Coffee products are high-quality brews made with 100% real coffee beans and real milk to ensure an authentic aroma. It has no artificial colouring, no preservatives and is low in fat.
In Singapore, there are five unique flavours to whet the appetite of consumers, which includes a Christmas-themed Peppermint Mocha that has now become a staple on the shelves. It currently features a revamped packaging design that appeals to consumers’ contemporary tastes.
POKKA Coffee boasts a wide distribution across major supermarkets in Singapore as well as vending machines, with some even offering both hot and cold canned options. A 6-pack of 240ml cans retails for $7.50 while a 500ml bottle retails for $1.80. (Prices may vary at different retailers).
PROMOTION AND ACTIVATIONS ON JULY 23
As part of the campaign, POKKA created exciting engagements and innovative experiences to delight POKKA Coffee lovers and attract new fans. Check out the array of offerings from POKKA:
CAMPAIGN WEBSITE: WWW.POKKACOFFEEPAUSE.COM
Microsite provides multimedia information and engagement such as:
- History of POKKA Coffee and product information
- Multimedia: a YouTube episode by competitive eater Zermatt Neo featuring Private chef Nabeel cooking up the 3-course POKKA coffee-infused meal at The Meatery’s private dining space and YaHui’s TV commercial
- Live noticeboard of people hash-tagging POKKA coffee (#PokkaCoffeePause) across various social media platforms such as Instagram, Facebook, Twitter, and YouTube.
- Submit the receipt for the purchase of POKKA coffee for a chance at a nationwide lucky draw in Jul 23 and Oct 23!
- Upcoming events
- Ongoing Promotions
- Look out for new activities every month from Aug 23 till Oct 23!
LIMITED EDITION POKKA COFFEE CULINARY CREATIONS
POKKA COFFEE INFUSED MOCHI ANG KU KUEH-BY KUEH HO JIAK
This is an exclusive creation where POKKA coffee is infused into their new mochi-centred Ang Ku Kueh creation. It can be purchased in-store and online (https://kuehhojiak.com/). You may also win a voucher to redeem a 6-piece gift set simply by purchasing $10 worth of POKKA Coffee at roadshows for a chance at the Sure-Win-Lucky Dip.
28 DAY DRY-AGED POKKA COFFEE STEAK WITH POKKA COFFEE BBQ SAUCE-BY THE MEATERY
Available for purchase as a retail bundle comprising:
1kg USDA Prime Black Angus Short Ribs Bone-in with Pokka Coffee Rub, 280ml POKKA Coffee BBQ sauce and 1 pack of 6 POKKA coffee cans. This can also be won in a nationwide lucky draw promotion in July through 3 variations of prizes.
BBQ Cookout by Grill Master 3-course coffee-themed menu
NATIONWIDE LUCKY DRAW
Featuring the exclusive Pokka Coffee Dry-Aged Steaks, Pokka Coffee BBQ Sauce, and more Pokka Coffee infused dishes.
Purchase $10 worth of POKKA products to enter the draw running from 1 to 31 Jul 2023 and stand to win one of the following prizes:
- BBQ Cookout by Grill Master for 4-5 pax at The Meatery worth $500 each-3 winners
- Private Chef Home Dining Experience (a 3-course coffee-themed menu) for 2 by The Meatery worth $300 each-8 winners
- BBQ Meal Kit and Hibachi Grill packaged by The Meatery worth $120 each-5 winners
ROVING INDOOR ROADSHOWS AT SELECT SUPERMARKETS
Held every Saturday & Sunday in July, shoppers who purchase $10 worth of POKKA Coffee products at these roadshows for a chance at the Sure-Win-Lucky Dip.
- POKKA Coffee Pouch worth $12
- POKKA Coffee Double Wall Bear Mug worth $15
- POKKA Coffee Glass Mug worth $15
- Kueh Ho Jiak voucher (6pc set) worth $15 (includes limited-edition POKKA Coffee Mochi Ang Ku Kueh)
- POKKA Mini fridge worth $50
For the roving schedule, please visit the campaign site PokkaCoffeePause.com for details