Fighting coffee beans raise profile of 57-year old instant brand Kopi Hang Tuah in Malaysia

Independent agency GOVT has launched a new campaign for 57 year-old local instant coffee brand Kopi Hang Tuah to raise its profile in urban areas in Malaysia.

A TV ad shows two animated coffee beans in hand to hand combat to be selected by Hang Tuah. The name Hang Tuah belonged to a Malaysian warrior in ancient Melaka.

“We realised that the product’s name posed to be a gift and a challenge. Its legacy and what it stood for were something that we couldn’t ignore,” said Syed Nasir, GOVT KL’s head of business.

Kopi Hang Tuah, which was founded in 1958, hired GOVT after receiving a grant from the Ministry of Agriculture to promote its brand. The agency has appointed GOVT KL to work on its sustenance campaign across its product packaging designs, point-of-sale, TV, Radio, Print, and social media.

Casey Loh, ECD of GOVT KL, added: “We used Stop Motion to tell the story of two warrior beans in a battle with each other to coincide with the retro audio track. Not something you’ll see with a coffee brand these days. It was a lot of fun shooting this and we hope our audience will have as much fun watching it. The tagline “Pahlawan Dalam Setiap Cawan,” at the end roughly translates to “A Warrior in Every Cup.”


  • Client – Syarikat Hang Tuah Sdn Bhd
  • Agency – The GOVTKL Sdn Bhd
  • Copywriters – Casey Loh / Didi Pirinyuang / Danielle Willatt
  • Art Directors – TW Chang
  • Director – Edmund Loh
  • Post Production – Play Pictures Sdn Bhd
  • Account Servicing – Syed Nasir / Alexia Lim

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing