Malaysian-Loved Brand Rituals by KitKat, Oreo and more
KitKat has been among my favourite snacks ever since I can remember.
One day, I decided to take a break at the park after a long day. I sat down at a bench and started opening my little treasure of KitKat for a quick boost.
As I was breaking away 1 finger like any normal KitKat enthusiast would, someone came and sat beside me. Coincidentally, they were also opening up a pack of KitKat.
But to my surprise, not only did they eat KitKat by the fingers, they started munching the KitKat whole! 😱
Image credit: KitKat
I never in my life saw such an incident but when I thought about it for a while, it wasn’t exactly wrong 😶🌫️
I’ve been schooled to think there’s a right and wrong way to eat KitKat because of how it was advertised.
This is called a Brand Ritual.
I did some digging on this topic and found that Brand Rituals have been part of our daily life routine and we don’t even realise it!
Simply put, Brand Rituals are habits, ceremonies and behaviours that are associated with a brand.
Like how most people (read: normal people) eat KitKat, Brand Rituals make us immerse ourselves in the brand without us noticing it.
The best brand rituals open up opportunities for their target audience to interact with the brand in a fun and engaging way.
These rituals create a sense of belonging and familiarity, strengthening our emotional connection with the brand 🏼🏽🥰
In the case of KitKat, the act of snapping off a finger and savouring it becomes more than just a way to consume your favourite snack.
It turns into a ritual that we associate with taking a break and indulging in a moment of relaxation 🍃
But encountering someone who approached it differently made me realise that these rituals are not set in stone; they’re flexible and open to interpretation.
As I continued to explore the concept of Brand Rituals, I discovered how they can also extend beyond the act of consuming a product.
They encompass the entire customer journey, from how we choose a product to how we use it in our daily lives ✨
Think about wearing black leather jackets and black sunglasses with navy jeans while riding the infamous Harley-Davidson 🏍️
Image credit: Harley-Davidson
The thrilling and freeing experience of riding a Harley-Davidson always evokes a sense of adventure and rebellion.
For Harley-Davidson riders, this has become more than just an apparel choice; it is a ✨ lifestyle ✨
Each time a rider zips up that jacket and slides on those sunglasses, they’re not just getting ready for a ride; they’re stepping into a world of camaraderie with the brand.
This goes to show how much Brand Rituals can impact our lives and spark memories that we hold dear in our hearts.
Let’s look at some local examples that hits close to home 🤪
🇲🇾 Malaysian-loved Brand Rituals 🥰
1. Nescafe Tarik
Just when you thought I won’t ever mention coffee again 😂
I can’t help but dream about Nescafe Tarik when I wake up from bed.
It didn’t take a lot for you to imagine the drink in a red cup, prepared warm on early mornings, right?
Nescafe Tarik has embedded itself deep into the daily routines of many Malaysians ever since we can remember.
Its brand ritual, often referred to as “Tarik-ing” (which means pulling or stretching in Malay), has become synonymous with enjoying a cup of this coffee.
For those unfamiliar with the process, “Tarik-ing” involves pouring the brewed coffee from one container to another from a height, creating a frothy top and blending the flavours ☕️
Image above shows the art of “Tarik-ing” drinks.
It’s not just about preparing coffee; it’s a performance, an art, and a social activity.
Nescafe Tarik became a significant symbol of every Malaysian gathering at a mamak stall, at home, and almost anywhere ☕️
We’re no strangers to Oreo’s classic ‘Twist, Lick, Dunk’ brand ritual 🥛
Loved by Malaysians and the collective Oreo community across the globe for generations, it’s both simple and satisfying!
Image credit: Oreo
Much like other brand rituals, this ritual is not just teaching the audience the best way to eat oreos.
It’s a brand ritual that fosters a sense of connection among other Oreo enthusiasts worldwide!
People from different cultures and backgrounds bond over their shared love for this simple yet iconic practice.
Even the topic of the ‘perfect ratio of dunked oreo’ can bring the heat to any group discussion 🤣
I personally prefer mine soaked through instead of just lightly dunked 👀
It’s a testament to the power of branding and how a simple brand ritual can bring together people from all walks of life.
3. Malaysia Airlines
Brand rituals don’t exist only in the actions of your consumers.
It can also be part of your brand’s routines. Take Malaysia Airlines as an example.
Malaysia Airlines is a name that resonates with pride and patriotism for Malaysians and travellers alike.
One of the most heartwarming brand rituals associated with Malaysia Airlines occurs when the plane touches down on Malaysian soil after departing from another country.
Picture this: You’ve been away from home, whether for work or leisure, and you’ve been eagerly anticipating your return to Malaysia ✈️
The plane descends, and as it taxis toward the terminal, a sense of excitement fills the cabin.
It’s at this moment that the captain’s or cabin crew’s voice comes over the intercom, and you hear those comforting words, “Kepada warganegara, Selamat pulang ke Tanah Air” which also means “To all Malaysians, welcome home.” ❤️
@jlisamonaAaaaa I miss home 🥰🥰🥰♬ original sound – Malaysia Airlines
This simple yet heartwarming announcement is a beautiful brand ritual that encapsulates the warmth and hospitality of Malaysia Airlines.
It’s a moment of connection and a reminder that you’re not just a passenger; you’re part of the greater Malaysian family.
And with this announcement, a profound sense of belonging and homecoming is conveyed, making Malaysia Airlines the preferred choice for the journey back home 🥰
This brand ritual not only fosters a strong sense of connection.
It also leaves a memorable impression, making Malaysia Airlines more than just a means of transportation.
Now, we recognise the brand as a symbol of the nation’s hospitality and unity 🇲🇾
This goes to show that brand rituals can be portrayed in more than one way.
The first thing you should consider when building a brand ritual are the key elements.
Key Elements to Brand Rituals
1. Brand Values and Identity
Begin by understanding your brand’s values and identity.
What does your brand stand for, and how can these values be incorporated into the ritual?
Ensure that the ritual aligns with the essence of your brand.
2. Consumer Engagement
A successful brand ritual should engage your target audience emotionally and physically.
Think about how the ritual can capture their attention, participation, and loyalty.
3. Memorable Experience
Create a ritual that stands out and leaves a lasting impression.
It should be distinctive and memorable, making it easily associated with your brand.
4. Consistent to your brand
Consistency is key in branding.
Ensure that the brand ritual can be replicated consistently across various touchpoints, whether it’s in-store, online, or in advertising campaigns.
5. Cultural Relevance
Consider the cultural context of your target audience.
A ritual that resonates with their culture or values is more likely to succeed.
It should feel authentic and meaningful.
6. Interactive and Shareable
In the age of social media, think about how your brand ritual can be interactive and shareable.
Encourage customers to participate and share their experiences, at the same time amplifying your brand’s reach.
7. Adaptability and Growth
A brand ritual should be adaptable and able to evolve over time.
As your brand grows and changes, the ritual should be able to accommodate these shifts while maintaining its core essence.
Remember that a successful brand ritual can create a strong emotional connection between your brand and your customers, fostering loyalty and engagement.
Each of these elements plays a crucial role in crafting a meaningful and impactful brand ritual.
Key Takeaway 🔑
Brand rituals are a powerful tool for brands to connect with their audience on a deep emotional level.
They go beyond the product or service and create memorable experiences that gain audience loyalty and engagement 🙌🏼
Whether it’s the iconic KitKat snap, the sense of adventure associated with Harley-Davidson, the heartwarming welcome from Malaysia Airlines, or the timeless enjoyment of Oreo’s “Twist, Lick, Dunk,” these rituals become a big part of our lives.
By crafting a unique and meaningful brand ritual, your brand can leave a lasting impression and become a symbol of unity and hospitality, like the beloved mentioned examples 💯
If you need help building your brand ritual, just give us a call!