Client: Glade (SC Johnson) | Category: FMCG, Air Care, Home Fragrance, Scented Gel, Premium Range | Scope: Multi-Market Regional Campaign, Key Visual Design, POSM, Retail Display, Promotional Materials | Markets: Malaysia, Thailand, Philippines | Ambassador: Ahn Hyo Seop | Year: 2024 | Agency: Laugh Contagious Communications, Kuala Lumpur
The easy thing to do with a Korean celebrity collaboration is to ship the same key visual across every market in the region and call it a regional campaign. The harder, more commercially correct thing is to recognise that Southeast Asia is not one market — it's at least five or six fundamentally different consumer cultures sharing a geography. Malaysian, Thai, and Filipino consumers respond to celebrity, fragrance, and lifestyle cues in genuinely different ways. The same asset, deployed identically, leaves performance on the table in every market.
Glade x Ahn Hyo Seop 2024 — one Korean superstar, three Southeast Asian campaigns.
For Glade's 2024 regional collaboration with Korean actor Ahn Hyo Seop, we built three distinct campaign systems for three distinct markets. Malaysia got "Own The Vibe" — confident, mood-led, urban. Thailand got "Choose Your Vibe" — playful, expressive, lifestyle-forward. The Philippines got a more premium-led visual direction, anchored around the Premium Scented Gel range and elevated aspirational styling. Each system carried the Ahn Hyo Seop equity and the Glade brand DNA, but spoke its own local language at the level of palette, copywriting, styling, and product narrative.
Own The Vibe — the Malaysian execution. Confident, mood-led, and tuned to urban Klang Valley consumer cues.
Own The Vibe — the Malaysian execution. Confident, mood-led, and tuned to urban Klang Valley consumer cues.
Choose Your Vibe — the Thai execution. Playful, expressive, lifestyle-forward, and shaped around Thai fragrance preferences.
Philippines' execution. Anchored on the premium range with aspirational styling and elevated lifestyle cues.
Thai launch execution. Built to introduce a new range under the same celebrity equity.
Essences Elite Range — the Malaysian premium-tier execution, leaning into elevated fragrance storytelling and product hero treatment.a
The creative direction across all three markets combined soft fragrance storytelling, premium product styling, and aspirational lifestyle moments — reinforcing Glade's positioning as a scent brand that transforms everyday spaces and moods. Beyond the hero key visuals, each market's system extended into POSM, retail displays, and promotional touchpoints, designed for both modern trade visibility and digital engagement. One global celebrity. Three regional executions. One coherent brand strategy.
Capabilities applied to this project: regional FMCG campaign Southeast Asia, multi-market campaign design, celebrity collaboration campaign Malaysia Thailand Philippines, K-celebrity FMCG campaign, Korean celebrity endorsement Southeast Asia, regional brand ambassador campaign, premium scented gel campaign, home fragrance campaign design, Glade campaign agency Malaysia, SC Johnson creative agency Southeast Asia, regional key visual system, FMCG POSM design Kuala Lumpur, multi-market retail campaign, regional ambassador adaptation.
Got a global ambassador, a regional celebrity, or a multi-market FMCG campaign that needs more than a translation pass? That's exactly the kind of brief we love →
