In celebrating 51 years and counting of their coffee products, POKKA Singapore, is marking this milestone with their new “Let’s Pause, Let’s POKKA” campaign to encourage coffee lovers to take pauses throughout the day, with POKKA coffee as their preferred choice of beverage. The campaign is fronted by actress Ya Hui; an ideal brand personality to embody the mantra of the campaign as she too is taking a pause – but for her career.

In February, Ya Hui left Mediacorp after 16 years to go on hiatus and take her time to explore other things in life. Her story serves to motivate and permit consumers to take a break when they need it so that they can reset and recentre their lives – especially when taking a pause in the day is more attainable than quitting a job.

Being a 6-time winner of the Top 10 Most Popular Female Artistes, POKKA Coffee is confident that Ya Hui’s popularity would raise the brand profile with coffee drinkers among students, yuppies and PMETs. Leveraging Ya hui’s amiable personality and relatability, POKKA Coffee hopes to be embraced as a trusted partner in helping individuals find clarity and calm in their day-to-day lives – with POKKA Coffee as their preferred beverage.

“The timing was perfect for me to come on board this campaign. After 16 years with Mediacorp, taking a pause allowed me to refocus my energy, seize my artistic freedom and explore new avenues of growth. I am grateful to collaborate with POKKA as my first project being an independent artist, which allowed me to connect with my audience on a more personal level,” beamed Ya Hui.

The campaign presents Yahui taking a break from her busy schedule and enjoying POKKA Coffee as she reflects on her goals and aspirations. Using her life story, she expresses the importance of self-care and how it helped her to refresh her mind and stay present in her daily routine.

Ya Hui takes a pause by going to nature parks with a serene environment, practising deep breathing exercises, and letting her mind wander during the session. The combination of these activities often led to enhanced clarity, mental rejuvenation, and improved performance on challenging tasks that she must perform.

She added: “I like to indulge in a cup of coffee as part of my mindful pause and I am thoroughly enjoying POKKA Coffee for its high-quality brew made with real coffee beans and real milk that yields a premium taste and an authentic aroma.”

For campaign shoots, the four POKKA Coffee flavours will be “endowed” with personalities represented by different characteristics of Ya Hui; she is wholesome for Premium Milk Coffee, sophisticated for Premium Cappuccino, romantic for Premium Mocha and active for Premium Milk Coffee Less Sugar.

This campaign also aims to position POKKA as the number one choice for all coffee breaks in Singapore, by focusing on an activity that coffee-drinking consumers can relate to taking a pause in the day by having coffee breaks. POKKA seeks to educate the public on the health benefits of taking pauses so that they appreciate the value of this simple activity and pursue it with intent.

Given Singaporeans’ fast pace of life, POKKA Coffee believes this message would strike a chord among coffee drinkers to take meaningful pauses during the day. Consumers will learn different ways of taking pauses through a series of engaging, edutainment-styled content on the campaign microsite.

POKKA Coffee has also collaborated with several homegrown F&B businesses, such as Kueh Ho Jiak and The Meatery, to develop innovative creations to delight and inspire coffee lovers to appreciate POKKA Coffee as more than just a delicious beverage. It’s a once-in-a-lifetime opportunity to savour Pokka Coffee through delectable culinary creations.

This is an exclusive creation where POKKA coffee is infused into their new mochi-centred Ang Ku Kueh creation. It can be purchased in- store and online. You may also win a voucher to redeem a 6-piece gift set simply by purchasing $10 worth of POKKA Coffee at roadshows for a chance at the Sure-Win-Lucky Dip.

Other activities include nationwide lucky draws, where participants stand to win attractive prizes such as a BBQ Cookout by Grill Master for 4-5 pax at The Meatery worth $500 each; a Private Chef Home Dining Experience (a 3-course coffee- themed menu) for 2 by The Meatery worth $300 each; a BBQ Meal Kit and Hibachi Grill packaged by The Meatery worth $120 each; or prizes from supermarket roadshows, such as a POKKA Coffee Pouch, a POKKA Coffee Double Wall Bear Mug, a POKKA Coffee Glass Mug, Kueh Ho Jiak vouchers or even a POKKA Mini fridge.

“Our “Let’s Pause, Let’s POKKA” campaign aims to help consumers go beyond the mundane of having a coffee break and seek deeper value in this transient activity. Bringing Ya Hui on board the campaign was fortuitous as she illustrates our message of taking a pause with her life story,” enthused Mr Rex Macaskill, Group CEO, POKKA Pte Ltd.

He added, “The act of drinking coffee by yourself is simple and can be a powerful form of mental recharge if you are doing it right. Against the backdrop of a growing emphasis on mindfulness and wellness, the act of taking a pause – when you need it – grants us momentary solitude and privacy with our thoughts to find clarity in the chaos that we encounter every day.”

As part of the campaign, POKKA created exciting engagements and innovative experiences to delight POKKA Coffee lovers and attract new fans. More information available on the campaign microsite. Find out more on social media via the hashtag #pokkacoffeepause