Brand Strategy Marketing

Malaysia’s Julie’s Biscuits pays tribute to Oscar-winning actress Michelle Yeoh


By Danielle Long, Acting APAC Editor

March 13, 2023 | 3 min read

Julie's Biscuits, the Malaysian biscuits brand has rebranded as 'Michelle's' to pay tribute to "a Malaysian icon" and Academy Award-winning actress Michelle Yeoh.

Malaysia's Julie's Biscuits tribute to Oscar winner Michelle Yeoh

Malaysia's Julie's Biscuits pays tribute to Oscar winner Michelle Yeoh

The stunt, which is running across out-of-home and social media in Malaysia, is a tribute to the Malaysian-born actress who made history as the first Asian woman to win the Best Actress Oscar.

The tribute sees Julie’s Biscuits' well-known logo, of the blonde-haired Julie accompanied by the name Julie's, repurposed with Yeoh's image and name. The imagery is accompanied by the line: 'From a Malaysian name to a Malaysian icon. Congratulations, Tan Sri Michelle Yeoh'.

Julie's Biscuits OOH tribute to Michelle Yeoh

The Julie's Biscuits brand is aligned with female empowerment, according to Sai Tzy Horng, director of Julie’s Biscuits.

“As a Malaysian household biscuit icon, we want to congratulate [Yeoh] by paying tribute to her remarkable achievement in her Oscar nomination amongst many other impressive milestones in her illustrious career. She has proven time and again that she is one of Malaysia’s most revered national treasures.

"Tan Sri Michelle Yeoh's energy and spirit embodies Julie’s values — humility, openness, fearlessness and a slight hint of cheeky irreverence. Her inspirational journey reminds us all to hold our heads up high – similar to our Julie’s icon – and inspires us to work hard for our dreams.”

Jimmy Neo, the group creative director of Julie’s Biscuits' creative agency GOVT Singapore, added: “When we knew that Tan Sri Michelle Yeoh was nominated, we thought that a simple, sincere tribute would be appropriate, to honour all her achievements over the years. She’s an inspiration to all.”

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