Yeo Hiap Seng (Malaysia), the country's iconic beverage brand, has partnered with Universal Products & Experiences to launch a limited-edition beverage collection inspired by the highly anticipated Minions & Monsters movie.
Anchored by the campaign theme, “Bello, A Joyous Toast. Compai!”, the collaboration brings the Minions’ delightfully unpredictable energy into everyday moments of refreshment.
The nationwide campaign features in-store activations, TikTok LIVE selling, social media activities, and contests, with exclusive Minions & Monsters collectibles and movie tickets to be won.
The collection features four Yeo’s favourites — Chrysanthemum Tea, Lychee Drink, Whole Bean Soy Milk and Super Sprouts Soy Milk — brought to life through exclusive Minions-themed pack designs. Each beverage is transformed into a distinctive collectible that captures the mischievous charm, dynamic personality and joyous spirit of the beloved characters.
With designs made to delight both longtime fans and new audiences alike, the campaign encourages consumers to discover their favourite Minions pack while enjoying refreshing Yeo’s drinks with friends and family. Inspired by the Minions’ signature toast of “Compai!”, meaning “Cheers!”, the collaboration celebrates the fun of coming together in wonderfully unexpected ways.
"At Yeo's, we are always looking for meaningful ways to connect with consumers through experiences they love." said Yvonne Lam, Senior Manager, Marketing, Yeo's Malaysia.
"The Yeo's & Minions collaboration is a celebration of joy, nostalgia and togetherness. By bringing one of the world's most beloved characters onto our iconic beverages, we hope to create exciting moments for families, inspire collectors, and make everyday refreshment even more enjoyable. This campaign reflects our commitment to continuously innovate and deliver engaging brand experiences that resonate with Malaysians of all ages."
The collaboration also supports Yeo's broader brand vision of making everyday moments more enjoyable through innovation and engaging consumer experiences. By bringing together trusted beverages and internationally recognised entertainment, Yeo's continues to evolve with changing consumer lifestyles while remaining true to its heritage of quality and refreshment.
The campaign officially kicked off with Yeo’s Malaysia’s participation at the 'Minions & Monsters' movie premiere at TRX Aurum Theatre, where moviegoers experienced an immersive Yeo’s brand activation complete with interactive game stations and the launch of limited-edition Yeo’s Minions packs. After all, nothing beats enjoying a refreshing Yeo’s drink while watching a great movie.
Running nationwide, the campaign will roll out more than 10 roadshows across selected retail locations in partnership with leading retailers, featuring interactive games, eye-catching Minions-themed displays, family-friendly activities, and limited-edition Yeo’s Minions packs.
Consumers can also stand a chance to win exciting prizes through purchase-based promotions, making every Yeo's purchase even more rewarding.
Consumers can find the limited-edition Yeo’s Minions packs at participating supermarkets, hypermarkets, convenience stores, and retail outlets nationwide while stocks last.
For the record, Yeo Hiap Seng (Yeo’s) is a leading Asian Food and Beverage company that has pioneered innovations in Asian food and beverages for more than a century. It is the first in the world to package Asian drinks in Tetra Brik aseptic cartons using UHT process and the first to offer curry chicken in canned form. Yeo’s popular range of soy bean and chrysanthemum drinks are widely sold in Asia and among Chinese communities in Europe and North America. (For more information, log onto www.yeos.com.my)
