Client: Glade (SC Johnson) | Category: FMCG, Air Care, Home Fragrance | Scope: Packaging Design, GWP Merchandise, POSM, Retail Activation | Market: Malaysia & Southeast Asia | Agency: Laugh Contagious Communications, Kuala Lumpur
Most character collaborations pick a lane — go cute, go premium, go playful, go elegant. We were asked to do all of it, simultaneously, for the same product.
The Glade x Hello Kitty collaboration launched as two parallel limited-edition design worlds. The Kimono Series drew from Japanese craftsmanship, seasonal motifs, and quiet elegance — a premium take on a beloved icon. The Adventure Series went the opposite direction: playful, travel-led, and full of personality. Same brand, same character, two completely different consumer pickups across multiple SKUs and colourways.
In-store POSM extending the Kimono and Adventure worlds into the shopper journey.
But limited-edition packaging was only the start. The collaboration extended into a full ecosystem of gift-with-purchase merchandise and immersive POSM built for roadshows, retail activations, and in-store displays — turning a home fragrance launch into a culturally rich, design-forward, fully collectible brand experience.
Roadshow activation — bringing the Glade x Hello Kitty universe to life as a physical, photographable space.
In-store POSM extending the Kimono and Adventure worlds into the shopper journey.
On-shelf in Malaysian retail — where every limited edition has to earn its pickup.
Roadshow activation — bringing the Glade x Hello Kitty universe to life as a physical, photographable space.
Roadshow activation — bringing the Glade x Hello Kitty universe to life as a physical, photographable space.
The hardest part of an IP collaboration isn't the licensing — it's making sure the character and the brand both feel honoured at every single touchpoint, from the can to the catalogue to the photo booth. That coordination is what separates a campaign that performs from one that just photographs well. From limited-edition packaging design to GWP and lifestyle premium merchandise, from POSM and retail activations to roadshow displays — every output sits inside one shopper journey, designed by one team in Kuala Lumpur, briefed and built without anything getting lost in translation.
Capabilities applied to this project: limited edition packaging design, character licensing collaboration, IP-led pack design, FMCG packaging Malaysia, GWP and premium merchandise design, lifestyle merchandise development, POSM design Kuala Lumpur, retail display design, roadshow display design, in-store activation design, brand collaboration campaigns, integrated 360 FMCG campaign Malaysia.
Planning a character IP launch, a limited-edition pack run, or a multi-SKU collectible collaboration? Let's build it →
