Adding new flavors to Famous Amos after more than 35 years in Malaysia

Challenge

The Famous Amos brand was stagnant and perceived as a “traditional” brand that was lacking product innovation. Coupled with a challenging local economy and competitive consumer goods environment, the brand was not achieving its desired market growth in recent years.

Approach

The first action taken was to implement a standardized price point for cookies sold in bags. By removing the two-tier price option, consumers could choose their cookie flavors based on their preference instead of the price point.

The next action was to implement a new simplified tagging display for all the flavors, sizes and prices showcased at the “cookie bin”. This made it easier and faster for consumers to choose their cookies. The stores also underwent a refurbishment with new signage, fixtures and fittings; all designed to reflect a brighter and premium overall look and feel to the outlets.

Famous Amos also introduced new flavors to its stores. As it has been selling the same six cookie flavors for the last 35 years, the introduction of several limited-edition flavors was timely.

To extend its online presence, we focused on making the brand’s website more user-friendly and mobile responsive so that consumers have round-the-clock access to their products and can now enjoy online ordering and home delivery as well.

Result

By the end of the first year of the brand refresh initiative, overall sales for the brand in Malaysia achieved nearly double-digit growth. This was followed by winning the prestigious BrandLaureate Brand Leadership Award 2018/19 and achieving the Best Product Category Award by Malaysia Airports in 2018.