Julie’s Launches ‘Operation Maybe’ to Tell the Story of their Rebrand…Maybe

    The rebrand was the first for the biscuit company in 35 years.

    By Asia Ad Junkie - Jan 20, 2021
    Julie’s Launches ‘Operation Maybe’ to Tell the Story of their Rebrand…Maybe

    Julie’s, the biscuit brand founded 35 years ago in Malaysia, has unveiled a dynamic rebranding campaign. Re-partnering with Singapore creative agency, GOVT, Julie’s has produced a series of teasers and a short film titled ‘Operation Maybe’ to accompany the new look.

    ‘Operation Maybe’ features an ensemble of veteran, award-winning and emerging Malaysian cast including Indi Nadarajah, Fabian Loo, Amanda Ang and Bella Rahim. The film has been rolled out on Julie’s YouTube, Social Media and digital platforms.

    The story-line is a fictionalized, comical take inspired by Julie’s actual real-life multi-layered rebranding process, including internal management, employee and stakeholder consultations and navigating insights from actual Julie’s consumers and focus groups.

    The 1-minute trailer is a fun little spot that’s just part of a much longer 17-minute film telling the whole story.

    Julie’s Director, Tzy Horng Sai, said the rebranding exercise included the expertise of its founding members and new generation talent. The process kicked off in 2017 undergoing a vigorous process while the creative collaboration with GOVT started in 2019.

    “We felt after 35 years, Julie’s needed some rejuvenation. For the longest time, we were kind of just…there. Seen, but not necessarily heard. We wanted to change that. Julie’s will always be Julie’s. We still hold the values that have made us who we are today. But now, we want to shout it out to the world,” said Sai.

    “We want to be bold and thought-provoking, to bring a little optimism to the everyday. It’s a change we believe our loyal fans will be on board with, and one we hope will attract new ones too. Taking a plunge into something new isn’t just something we’ve done, it’s something we hope to inspire others to do too. In partnership with GOVT, we believe these short films capture Julie’s new personality.”

    GOVT’s Associate Creative Director Kevin Joseph was on board-again to lead Julie’s rebranding filming process following the team’s 2019 short-film TRANSLATOR.

    “To see a heritage brand like Julie’s embrace evolution like this is inspiring. When you’ve been at something for so long, it’s easy to get stuck in the status quo. I’m sure we’ve all been there before, especially in our jobs. In many ways, we’ve poured much of ourselves into the characters in this film. Our hope for anyone watching this, is that they realize that no matter where you are in life, you’re never too old to grow young,” said Joseph.

    Amid the onslaught of Covid-19, Julie’s had to accelerate its marketing, consumer engagement and product deployment strategies aggressively onto digital platforms.

    “A lot of the marketers in Asia still rely on physical branding and on-ground promotional activities to engage with customers. We had to hasten our digitization efforts to best interact with our customers and introduce the brand to new consumers,” said Sai.

    “Hari Raya, Christmas holidays, Chinese New Year, other festive seasons and celebrations play a big part in the consumption of Julie’s products – when families and friends get together to share and create memories, which was all abruptly halted. We continue to work with retailers on how to best respond to consumers’ changing shopping habits and maneuver through new challenges brought on by Covid-19.”

    “We do believe that our strong family brand identity has brought back fond memories during this challenging year. Julie’s is privileged to have the loyalty of many consumers who have developed an emotional relationship with our brand and our value of sharing. We hope that we are still helping families and friends create warm memories during these trying times,” said Sai.


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