ZUS Coffee's playful billboard takes jab at Siti Nurhaliza: Industry players weigh in

Malaysian coffee chain ZUS Coffee has generated online buzz once again for its creative billboards. This time, the brand's billboard took a playful jab at national songstress Siti Nurhaliza.

In a TikTok video seen by A+M, the billboard depictured a woman from the nose down holding a ZUS Coffee cup. Accompanying the image is a text which reads "ZUS Coffee is Siti's favourite." Below it, a small phrase reads "Might not be the Siti you're thinking of". 

The now-deleted video then pans across the street from ZUS Coffee's billboard to reveal another billboard. The yellow billboard featured Siti hugging her mother to promote healthcare brand Appeton. The singer is seen smiling directly at road users with the text "Mother, have you eaten?". 

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Comments on the TikTok saw users calling the coffee brand "smart", "genius", with some claiming the marketing team deserves a raise. Some users pointed out how ZUS Coffee received free marketing and rode on Appeton's paid efforts. 

In conversation with A+M, Mehul Mandalia, co-founder and head of product, Moving Walls praised the billboard for its ability to cut through the clutter and become a talking point for users on social media. He added that the billboard is a good example of how physical billboards have a 'halo effect' that contributes to brand recognition on other channels.

"ZUS Coffee has done a great job with this execution because it is a playful take that complements the existing billboard from the other brand," said Mandalia.

Similarly, Afif Suhaimi, head of digital and creative at Strategic Digitalab called the billboard a clever move and that the conversation sparked by it is a "big win in today's digital landscape." 

According to Afif, the billboard's effectiveness is due to its subtle, meta-humour that engages Gen Z. "Instead of directly referencing a celebrity, they hinted at it, letting the audience make the connection themselves. This subtlety made people feel like they were in on the joke - perfect for Gen Z, who love brands that break the fourth wall and play with meta-humour," said Afif. 

Using indirect celebrity endorsements can be highly effective as it allows brands to create connections without paying for an official partnership. This makes the message feel more organic and engaging. "People enjoy decoding hidden meanings, which makes the ad more memorable and increases its chances of going viral," said Afif.

However, there are risks present. If the hint is too subtle, some might not understand it, reducing its impact. In addition, indirect celebrity endorsement raises legal concerns, as Malaysian advertising laws prohibit misleading endorsements. "ZUS Coffee handled this brilliantly by using only a colour and a clever phrase, ensuring they stayed within legal limits while still making a strong impression," explained Afif. 

To manage this issue, Mandalia said brands can have strict approval workflows for the final copy and clarity on the impact it aims to achieve. "Having a local impact on audiences is something unique to OOH ads and I hope this encourages more brands to link messages with the current context," added Mandalia. 

Beyond strategic placement 

Much of ZUS Coffee's billboard success can be factored to its strategic position and playful nods. That said, this approach isn't entirely new, as other Malaysian brands have used similar tactics before. Hotlink ran a campaign asking "Are you afraid of red" as a playful dig at competitor Digi's famous yellow branding.

Similar ad wars can also be found in countries such as the UK and the US where brands can openly call out competitors. This is seen in the long-running Pepsi vs Coca-Cola and Samsung vs Apple rivalries. However, brands in Malaysia will have to be more creative to keep in line with local advertising boundaries. 

Beyond just strategic placement, there are other factors brands can consider in OOH advertising to ensure maximum visibility and engagement. This includes factors such as audience segment indexes, contextual messages, clutter and even time of day. 

It is also important for advertisers to consider what role they want OOH to play in the large scheme of multi-channel campaigns. "Today, OOH media options go beyond traditional roadside venues and provide communication touchpoints where consumers work, shop, play, and travel. When you add the fact that you can layer audience, location, and even purchase data signals to this, the execution options become a lot more powerful," said Mandalia. 

In addition, brands need to ensure their ads are culturally relevant, relatable and sensitive to the local audience. "The message should be clear enough to be understood within a few seconds, as complexity can dilute its effectiveness. Adding interactive elements such as QR codes or social media tie-ins can also enhance engagement, making the billboard a more impactful, integrated campaign channel," stated Afif. 

"ZUS Coffee found a brilliant way to push boundaries while keeping everything legally safe, proving that smart advertising doesn’t have to break the rules to make an impact," he added. 

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