POPO
QUICK TAKE
A BRANDING PRESENCE AS ICONIC AS POPO IS TO MALAYSIANS
Whether it’s in your neighbourhood kedai runcit, hanging off Babu Roti’s motorcycle, or sneaking a crunch of that crispy lousang while wishing for prosperity, Popo is the snack that screams Malaysian—through its packaging, taste, and that unmistakable crisp. Whether you're an elementary school kid with a missing tooth or a grandpa sporting dentures, Popo is the snack that holds a special place in your heart as the go-to treat.
THE STORY
Having been around long enough for even your Ah Gong to remember, Popo has truly stood the test of time—probably even before 80% of the people reading this. But with social media making waves, especially Instagram, Popo now faces a new trial.
For a platform that thrives on visuals and vibes, maintaining a consistent Instagram feed is no small feat. Only the pros—and the meticulous ones—can pull it off. So, despite Popo’s iconic and distinctive presence, it struggles to create online marketing materials that leave a lasting impression on the youngsters surfing through Instagram 24/7.
POPO-LISHING POPO’S BRAND PRESENCE IN THE GRAM
Before we dive into all the nitty-gritty, understanding Popo and the legacy it has built is im-POPO-rtant. We don’t want to change Popo for what it is—Popo already has a strong brand presence, one that resonates with Malaysians, evoking childhood memories. But the question remains: how do they translate that on a platform as fast-paced and brutal as social media? And how do they make every post consistent and memorable?
That's where we, the bears, come in. We help bring out the POPO-ness from Popo. What makes Popo truly unique is its “un-uniqueness”—it’s everywhere. Popo is a part of everyone’s childhood. And that’s what we wanted to bring into Popo’s Instagram presence. We used familiar settings that evoke nostalgia—your sekolah rendah, your go-to kopitiam to lepak—backgrounds that complement Malaysia’s favorite snack.
BRAND PERSONALITY
FRIENDLY
POPO should feel like a friend you can always count on, ready to make your day better with something familiar and comforting.
AFFABLE
The brand gives out a natural warmth, it eases into conversations, and is always approachable. POPO is everyone’s friend and brings forth feelings of comfort and ease.
MALAYSIAN
POPO's tone should have a light, cheeky, and spontaneous vibe, inviting people to embrace the moment and have fun.
BRAND TAGLINE: ONE TASTE, A THOUSAND MEMORIES
Next up are the colors. Since Popo is a true Malaysian classic, we didn’t want to change the color palette entirely, just expand on it. The classic white and red were already spot-on, so we added touches of blue and red, complementing the colors of the Malaysian flag. With this in place, the tagline practically wrote itself:
One Taste, A Thousand Memories.
A tagline that strikes a chord with every Malaysian who finds comfort in this beloved snack.
Now, with a detailed brand guideline in hand, Popo’s legacy is set to live on—not just in the streets and local markets, but now in your social media feed, popping up on your Explore Page.
