Local coffee chain ZUS Coffee is no stranger to some viral marketing campaigns and creative billboards. However, one of their billboards in Kelantan has netizens tickled for its cheeky call back to our national songstress, Dato’ Sri Siti Nurhaliza, a.k.a TokTi.
Recently, a TikTok user by the username of CheSaifulGhani posted about the ZUS Coffee billboard he saw in Kota Bharu, Kelantan. The billboard depicts an unknown woman holding a cup, with the phrase, “ZUS Coffee is Siti’s* Favourite” printed beside it. Below is another phrase that reads, “*Might not be the Siti you’re thinking of”. However, the punchline is when the TikTok user pans to the opposite side of the street.
As it turns out, the ZUS Coffee billboard is in front of another advert featuring Siti Nurhaliza. Given the use of the name “Siti” and the strategic placement of the billboard, it seems the coffee brand wanted to use the singer’s influence to promote their products by giving the illusion that she enjoys their coffee. Of course, all this was without using the renowned singer’s likeness on their billboard.
The cheeky billboard quickly garnered netizens’ attention, with many praising the ZUS Coffee marketing team for their creativity. Others pointed out that the brand also cleverly avoided any potential legal trouble by using a common Malay name but still alluding to the Malaysian icon. While some also questioned if the billboard hinted at a possible collaboration between the singer and the chain, some TokTi fans clarified that the singer isn’t a coffee drinker.
This isn’t the first time ZUS Coffee cleverly referenced another popular brand or celebrity in its billboards. One of the company’s frequently used billboard designs was inspired by an advert by the modestwear brand, Siti Khadijah. However, like its “Siti” billboard, the advertisement didn’t directly mention the brand. Some netizens praised the fun strategy, saying more companies should consider creating such billboards.
If you want to check out ZUS Coffee’s “Siti” billboard, it’s at Persimpangan Wakaf Mek Zainab in Kota Bharu. Alternatively, you can watch the TikTok video below:
@chesaifulghani Perghhh dia punya marketing #sitinurhaliza #zuscoffee
