Yeo’s teams up with Minions & Monsters for limited-edition beverage collection in Malaysia
KUALA LUMPUR: Yeo Hiap Seng (Malaysia) Sdn. Bhd. (Yeo’s) has launched a special limited-edition beverage collection inspired by the upcoming Minions & Monsters film through a collaboration with Universal Products & Experiences.
The partnership introduces the campaign theme “Bello, A Joyous Toast. Compai!”, bringing the cheerful and mischievous Minions characters into Yeo’s popular beverage range to create a more engaging experience for consumers and fans.
The exclusive collection features four of Yeo’s well-loved products, including Chrysanthemum Tea, Lychee Drink, Whole Nut Soy Milk and Super Sprouts Soy Milk, each featuring specially designed packaging inspired by the iconic Minions characters.
Each product design showcases different Minions expressions and personalities, turning the beverage packaging into collectible items that appeal to fans across different age groups.
Yeo’s Malaysia Senior Marketing Manager Yvonne Lam said the collaboration goes beyond introducing new packaging, as the initiative aims to create memorable experiences and stronger connections with consumers.
She said Yeo’s continuously explores creative ways to engage customers through experiences that reflect their interests and emotions.
According to her, the collaboration celebrates elements of happiness, nostalgia and togetherness by combining one of the world’s most recognisable animated characters with Yeo’s established beverage portfolio.
The company hopes the collection will appeal not only to families but also to collectors who appreciate limited-edition products featuring popular entertainment franchises.
The campaign officially began with Yeo’s Malaysia’s participation at the Minions & Monsters premiere screening held at Aurum Theatre, The Exchange TRX.
During the event, visitors were able to take part in various interactive activities, including Minions-themed games and entertainment sessions, while selected guests became among the first to receive the limited-edition beverage packs.
As part of the wider campaign, Yeo’s will organise more than 10 roadshow events at selected retail locations nationwide in collaboration with major retail partners.
The nationwide activation will feature family-friendly activities, interactive games, Minions-themed displays and special purchase promotions offering consumers opportunities to win various prizes.
The company said the campaign is designed to bring the excitement of the Minions franchise closer to consumers while encouraging families and fans to enjoy shared experiences through everyday products.
The Yeo’s Minions limited-edition beverage collection is now available at selected supermarkets, hypermarkets, convenience stores and retail outlets nationwide, while stocks last.
Through the collaboration, Yeo’s aims to combine its established beverage heritage with popular entertainment culture, offering consumers a fresh and collectible way to enjoy their favourite drinks.
