The encyclopedia · Advertising & PR · Marketing decision · 2023–2024
McCafe remixed Malaysia's 'Kopi Susu' song and lifted sales 86%
McCafe reimagined Saloma's classic 'Kopi Susu' with modern artists, making a nostalgic drink relevant to Gen Z and winning a Kancil Gold.
McDonald's Malaysia
The solution
Most Malaysians' first coffee is sweet condensed-milk kopi susu from a kopitiam, so McCafe's espresso-based menu felt like a foreign departure. Instead of selling 'modern coffee', the brand introduced Kopi Susu McCafe and made the cultural bridge itself the campaign.
McCafe reimagined Saloma's 1960s classic 'Kopi Susu' with rapper SonaOne and singer Daiyan Trisha, mixing the original vocals (restored with AI) with contemporary production. The song was released on YouTube, Spotify and Apple Music with the message that every taste of coffee now has a McCafe version.
The track became McCafe's most-viewed video ever at over 5.4 million YouTube views, and McCafe sales rose 86%. It won Gold for Use of Licensed and Adapted Music at the Kancil Awards 2024, and Best in Innovation at APPIES 2024.
Why it worked
- Saloma's 'Kopi Susu' is a shared cultural memory across generations, so the remix felt like a tribute, not an ad
- Putting the song where young Malaysians already listen made the brand part of their playlist
- AI-restored vocals let a legend sing new lyrics, giving the story an authenticity no new jingle could
- The drink itself matched the campaign, so streaming curiosity converted directly into store sales
What can be applied
When adoption needs a cultural shift, borrow the culture's own artifact: remixing a beloved song gave McCafe permission to own a kopitiam drink, and people chose to stream it.
Aftermath
The campaign became a template for McCafe's 'Setiap Rasa, McCafe Ada' platform and its remix of Malaysian classics was named Best in Innovation at the APPIES 2024 awards. McCafe credited the launch with its highest-ever sales period for the product in Malaysia.
Sources
- Vibe Kopi Susu — Kancil Awards 2024 entry (Gold, Use of Licensed and Adapted Music)
- Leo Burnett and McCafe Malaysia partner with Malaysian artists to create 'Vibe Kopi Susu'
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