Can OldTown White Coffee bridge generations through its cold push?

OldTown White Coffee has launched a new regional campaign, “Your favourites made cold”, as it expands its product offering with a 'Hot & Cold' range designed for both traditional and modern coffee consumption moments.

Rolling out across Malaysia, Singapore, Hong Kong and China, the campaign introduces one of Asia’s first cold soluble white coffee mixes, allowing consumers to enjoy the brand’s signature brew whether prepared with hot or cold water. The move marks a new chapter for the brand as it looks to stay relevant amid evolving coffee habits across the region.

Developed in partnership with Kingdom Digital, the integrated campaign brings the brand’s evolution to life through storytelling across video, digital and social platforms. The collaboration aims to bridge generations, reassuring long-time fans while inviting younger audiences to experience white coffee in new ways.

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“This milestone marks a remarkable journey from 1999, when OldTown White Coffee first set out to bring Ipoh’s legendary white coffee beyond its traditional kopitiam boundaries, and into homes,” said Maurice Png, regional head of marketing, core brands, JDE Peet’s.

He added that what began as a mission to make an iconic kopitiam brew accessible at home has since evolved into a global brand that continues to shape how the category is enjoyed today. This includes offering “better for you” recipes and introducing flavours that celebrate Asian tastes, including pandan, alongside classics such as hazelnut.

At the heart of the campaign is the idea of connecting generations through innovation. While the brand reassures consumers that its familiar taste remains unchanged, it is also tapping into growing demand for cold beverages, particularly among Gen Z consumers.

This is portrayed in the campaign’s key film, which shows a father enjoying his hot cup of morning coffee and inviting his daughter to join him. However, the young woman, who has just finished a workout, is not too keen on a hot drink and instead opts for a chilled cup of cold soluble OldTown White Coffee. The scene ends with both of them smiling, enjoying their coffees together in their own unique ways.

“We’re confident that OldTown’s cold solubility creates new and exciting consumption opportunities beyond the hot morning cup, especially for Gen Z who have limitless imagination and are driving demand for cold beverages in Asia, and beyond,” Png added.

Recently, other local Malaysian beverage chains that started out as brick-and-mortar stores have also been amping up their ready-to-drink offerings amid changing consumer habits. ZUS Coffee has launched its Ngupi 2-in-1 and 3-in-1 instant coffees, as well as canned drinks, while Tealive has also entered the FMCG market with its milk tea, coffee and chocolate instant drink variants.

Not to mention, booming kopitiam chains such as Oriental Kopi have been aggressively pushing their instant coffee ranges into the market and onto grocery store shelves in both Malaysia and Singapore. Even the likes of Hock Kee Kopitiam have expanded their range of take-home instant drink mixes and food products over the past year. At this point, ready-to-drink offerings go hand in hand with almost any coffee chain.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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