Bask Bear Coffee, a popular coffee brand in Malaysia, recently made waves with a cheeky and bold out-of-home (OOH) advertising campaign. The brand strategically placed a billboard above a McDonald’s outlet, featuring their beef burger with the caption „Bask Bear’s burgers are better“. The ad attributed the quote to a customer named Ronald, a playful nod to the McDonald’s mascot. While the brand aimed to showcase their confidence in their product, the response from netizens was mixed.
According to media intelligence firms DATAXET and Meltwater, the sentiment towards the ad was divided. DATAXET reported that 41% of responses were positive, while 59% were negative. On the other hand, Meltwater indicated that 33.3% of reactions were positive, with 66.7% being neutral. The differing opinions reflected the controversial nature of the ad.
Many netizens expressed dissatisfaction with Bask Bear Coffee’s marketing approach, with some labeling it as „failed marketing“. Critics pointed out the similarities in design and placement between the Bask Bear ad and McDonald’s promotions, leading to confusion among customers. However, a smaller percentage praised the brand’s boldness and creativity, appreciating the humor in the campaign.
Interestingly, a significant portion of netizens focused on the quality of Bask Bear Coffee’s food. While 20% praised the delicious taste of their sandwiches and menu items, another 20% criticized the brand’s service, food quality, and pricing. Some users even compared Bask Bear Coffee to well-known fast-food chains like McDonald’s, Jollibee, and Burger King, highlighting the competitive landscape in the industry.
The brand’s word cloud analysis revealed key themes such as „advertisement“, „creative“, and „genius“, indicating a positive reception to the marketing strategy. However, the presence of negative keywords like „boycott“ suggested potential backlash related to external issues. Additionally, Meltwater identified keywords like „Ronald“ and „Israel“ associated with Bask Bear Coffee, adding another layer to the online conversation.
The ad also caught the attention of local burger brand myBurgerLab, sparking a playful exchange on social media. myBurgerLab challenged Bask Bear Coffee on their burger-making skills, leading to a lighthearted banter about adding ingredients to enhance the burger experience. Despite the friendly competition, both brands acknowledged the diversity and uniqueness of the Malaysian burger scene.
Overall, Bask Bear Coffee’s bold OOH ad generated buzz and sparked discussions online. While opinions were divided, the campaign succeeded in capturing the attention of netizens and industry players. As the brand continues to navigate the competitive market, its strategic marketing efforts and product quality will play a crucial role in shaping consumer perceptions.