Elevating Paint to a Lifestyle Statement with Fashion Collaboration
Jotun Paints Malaysia has long been recognised for its quality paint solutions, but in recent years, the brand has been on a mission to evolve beyond just being a paint provider. With the launch of its Global Colour Collection: CANVAS, Jotun invited consumers to embrace colours as a personal and everyday form of expression — not only within their living spaces but also in how they reflect their individuality. However, despite these efforts, Jotun continued to face challenges in shifting public perception from a paint brand to a premium lifestyle brand in Malaysia.
In 2024, Jotun Malaysia took a bold step into the lifestyle arena by partnering with home-grown fashion label, Christy Ng. Together, they co-created an exclusive, limited-edition canvas tote bag, symbolising the spirit of creativity and personal style inspired by Jotun’s CANVAS collection.
The tote bag was made available for redemption and personalisation at Jotun’s flagship store and Christy Ng outlets across Malaysia. To capture the festive spirit and connect with consumers during key cultural moments, two unique designs were introduced — one for Chinese New Year and another for the Ramadhan season in 2024.
To amplify visibility, we crafted a targeted media outreach campaign:
- Developed a tailored press release for lifestyle media to announce the collaboration.
- Executed a bespoke media drop, delivering the limited-edition tote bags directly to top-tier media and influencers, timed with each festive launch.
The campaign delivered impressive results:
- 35 limited-edition tote bags distributed to key media contacts during festive periods.
- RM 591,000 in total earned media value, spanning lifestyle features and social media mentions.
- Increased brand inquiries and collaboration opportunities from local lifestyle brands and media, recognising Jotun Malaysia’s growing relevance in the lifestyle and home décor space.
The success of this collaboration also paved the way for future partnerships. By Q4 2024, Jotun secured a new collaboration with another leading lifestyle brand, further cementing its position as a brand that goes beyond paint — one that embodies style, creativity, and everyday inspiration.
Sample news coverage:
- The Rakyat Post – Style Your Raya with Jotun X Christy Ng
- Lifestyle Asia – Tote ‘Balik Kampung’ Kolaborasi eksklusif Christy Ng dan Jotun untuk Raya 2024
- Gaya | Ekspresikan Diri Dengan Beg Tote Edisi Terhad Jotun X Christy Ng
