HomeLifestyleOnline Malaysian French Fries Brand With Bold Marketing

Online Malaysian French Fries Brand With Bold Marketing

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Of the variety of snacks that are offered in large and small supermarkets, most people have their preferred brand of potato chips. For me it is Pringles just because of how easy its packaging is to store if I don’t finish it at once.

Yeou Shen, although a self-proclaimed potato chip lover, also cares about health. He explained that he finds value in non-commercial handcrafted chips, made without preservatives, flavor enhancers or colorants.

Wanting to show Malaysians that French fries can be tasty without relying on any artificial flavor, he invested RM15K seed capital to introduce his own brand of snacks, you, named for the Chinese word for potato (土豆).

But what intrigued me the most about this business was not just its product, but its seemingly disconnected sexual brand that presumably takes food porn to the next level.

His sexual brand would get people’s attention / Image Credit: tudòs

Just look through their Instagram page and you will find their flavored products like Slutty Sated Egg Yolk, Horny Sated Egg Yolk, and Flirty Mala.

What did this mean to be some kind of aphrodisiac?

Sex sells

Behind you are graphic designer Yeou Shen and his former colleague editor Sim. They both have experience working at an ad agency, and given their backgrounds, they told the Vulcan Post that there is an old adage in the advertising and marketing world, which is that sex sells.

Knowing this, the duo decided to use this as a marketing bias from tudòs to give their potato chip brand a way to stand out amidst the space already cluttered with brands like Canteen laboratory, and much more.

All the chips are homemade / Image credit: tudòs

Yeou Shen explained that food and sexuality have been connected in various ways throughout history.

Good food has neural pathways similar to those of good sex; Both are physically connected in the limbic system of the brain and produce dopamine, which is the hormone that signals cravings. Dopamine plays a very important role in humans and we have no stronger desires than to eat and reproduce.

Yeou Shen, founder and creative director of tudos.

By researching their target audience, Yeou Shen and Sim discovered that urban youth often have conversations about sex, either as a serious discussion or as a harmless joke.

In addition, they justified that talking about sex in the 21st century should not be taboo. This is because having comfortable communication on the subject helps develop healthy attitudes towards sex and encourages responsible sexual behaviors.

“These are the reasons why the tudòs brand has positioned itself in a more blatant and sexual light,” they stated. “Connect with our audience, and bring the enjoyment of sensual pleasure by eating a delicious bag of good quality potato chips.”

The risk was worth it

As Malaysia is a conservative country that includes many who do not accept a brand that has a more sexual identity, this can have repercussions on the parties.

Business partners agreed and understood that they could face a backlash for their choice of a bold and provocative brand. However, after back and forth deliberations, they collectively decided to get out of a safe zone and take creative risk.

“We are trying to draw attention to our brand and dispel the stigma of the conversation around sex in a fun and lighthearted way, not vulgar,” said the team.

And the risk was worth it. So far, Yeou Shen and Sim reported that they have yet to receive any adverse reactions from customers about the tudos brand. This may mean that your buyers have so far been from a more open-minded group that also enjoys cheeky marketing.

Most of his clients are modern young to middle-aged urbanites / Image credit: tudòs

While their customers are aligned with their initial target market, the duo were surprised to find that 80% of shoppers were women, reflecting that this group is more receptive to the brand’s message.

That said, the tudos had a tough time when it came to public exposure.

“When we wanted to show up at flea markets or bazaars, or when we were trying to push our ads on Facebook or Instagram, we had some minor setbacks that we knew would happen,” Yeou Shen said.

He shared that while they are still looking for bazaars that can accommodate their brand message, they have been able to advertise on Instagram by toning down the copy used in paid ads. Otherwise, everything relies primarily on word of mouth marketing.

Learning the ropes of e-commerce

Tudòs products are sold individually for RM25 per package and in 3 types of packages:

  • The 138 gift set (RM138) – 3 packs of your chips with a bottle of wine and a limited edition tote bag;
  • The 90 snack box (RM90) – 4 packets of your chips;
  • The 69 bundle (RM69) – 3 packs of tudòs chips.

As the brand is a side business and Yeou Shen’s first venture, he shared that selling the snacks online has not been the easiest journey. Handling all elements of e-commerce, from customer service to packaging to logistics, has even led to you losing an order or two.

“Since then, I have learned to delegate and work on my planning and organizing skills,” said the 26-year-old.

Package 138 lets you try 3 different flavors with a little wine / Image Credit: tudòs

4 months later, the tudos team of 2 attributes their defining moment to their regulars who spread the word about their chips.

They told us that most of their initial customers were simply intrigued and amused by the bold branding and packaging. However, after trying tudòs fries, they started to come back and recommend the brand to their friends and family.

The team’s proudest moment for the company came on the day of the tudos launch, where they sold their initial stock and had to go into production immediately to cope with the demands.

So far, Yeou Shen and Sim reported that they have sold more than 2,000 packages of tudos chips since July 2021.

Yeou Shen, who continues to operate the business from home, hopes to move production to a larger facility in the near future as the business scales.

The duo also plans to expand their product offering with more flavors of potato chips, other types of snacks, and limited-edition sets as well. Additionally, they are working to expand delivery to eastern Malaysia and potentially to Singapore as well.

  • You can learn more about tudos here.
  • You can read about more Malaysian food and beverage brands we’ve covered here.

Featured Image Credit: Yeou Shen, Founder and Creative Director of tudòs

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