OldTown White Coffee launches Hot & Cold range across Asia via ‘Your Favourites Made Cold’
As coffee culture continues to evolve across Asia, OldTown White Coffee is reaffirming its position not only as the pioneer of White Coffee, but as a brand devoted to perfecting its craft for every generation.
As part of the brand’s next chapter, OldTown’s “Your Favourites Made Cold” campaign, created in partnership with Kingdom Digital, launches its Hot & Cold range across Malaysia, Singapore, Hong Kong, and China, delivering its signature White Coffee experience in a format that dissolves seamlessly in both cold and hot water.
“This milestone marks a remarkable journey from 1999, when OldTown White Coffee first set out to bring Ipoh’s legendary white coffee beyond its traditional kopitiam boundaries, and into homes,” said Maurice Png, Regional Head of Marketing, Core Brands, JDE Peet’s.
Png explains, “What began as OldTown’s mission to make an iconic kopitiam brew accessible in the home, has evolved into a global brand that arguably shapes how this traditional category is enjoyed today. We’ve been able to stay relevant by understanding what matters to consumers, not only with our ‘better for you’ recipes that enable healthier choices, but also celebrating Asian culture through local flavours with new variants like Pandan, alongside classics like Hazelnut”.
“We’re confident that Oldtown’s Cold solubility creates new and exciting consumption opportunities beyond the hot morning cup, especially for Gen Z who have limitless imagination and are driving demand for cold beverages in Asia, and beyond”, said Png.
The Hot & Cold range is crafted to bridge generations, reassuring long-time fans that the taste they trust remains unchanged, while inviting a new generation of coffee lovers to explore into White Coffee culture through innovations that celebrate tradition while creating new consumption moments.
The regional campaign, anchored by the message “Your Favourites Made Cold” brings this evolution to life through integrated storytelling across video, digital, and social platforms, developed in close collaboration with Kingdom Digital, OldTown White Coffee’s creative and digital agency partner.
“Working with Kingdom Digital on this regional launch reflects the trust we place in their deep understanding of regional audiences and their ability to deliver high-quality, integrated execution across brand storytelling, video, and digital touchpoints,” said JDE Peet’s Png.
He added: “Together, we’re demonstrating how heritage and innovation can coexist to keep a pioneer brand like OldTown fresh and culturally relevant for the next generation”.
