Sip Chew Share: How Attack! Marketing and Mogu Mogu Earned Netty Awards Honors

Attack! Marketing and Mogu Mogu have been named an Honoree at the Netty Awards in the Best Integrated Marketing and Design Agency category. This distinction recognizes the program’s ability to introduce one of Thailand’s most visually distinctive and culturally beloved drinks into a new market in a way that felt native, not forced. The U.S. launch did not lean back on the usual retail aisle sampling or generic influencer sourcing. Instead, this effort rethought how design, placement, and experience could work together in a single hybrid field plus digital system. With Sappe’s global positioning, the brand’s U.S. entry needed to be both playful and strategic. Attack built the right balance. The result was a campaign that not only brought a new type of beverage to American audiences but also did so in a way that translated a format that is familiar across Asia into something that made sense in the U.S. cultural context. It was not surface-level marketing. It was a true integration exercise at the intersection of culture, experiential sampling, and social ready design.

Innovation and Differentiation

The Mogu Mogu U.S. launch campaign broke away from traditional beverage sampling by fusing experiential and digital from the ground up. The mobile sampling van was intentionally designed as more than a distribution hub. It served as a creator-ready stage. A bold wrap, QR codes, and photogenic design cues turned every stop into content capture. Rather than defaulting to high traffic retail, Attack placed Mogu Mogu in cultural spaces where Gen Z already gathers, including GalaxyCon, Japantown’s Nihonmachi Street Fair, Pride activations, and MLB pre-game lines. Discovery felt earned because the brand did the work to participate in scenes that already existed. The program also aligned with Sappe’s global Life’s Too Short, You Gotta Chew campaign, ensuring that U.S. activations fed directly into the brand’s global voice. Influencers and fans could capture content on-site that scaled beyond physical trial, turning live experience into digital reach. The difference is that this was not sampling for the sake of sampling. This was the creation of an ecosystem where design, placement, and digital signals introduced a drink plus snack format in a way that was visually and socially shareable.

Measurable Impact and Success

Although this campaign is still active, the scale is already undeniable. So far, the program has sampled 79,537 consumers, distributed 92,804 bottles, created 162,257 interactions, and driven 324,514 impressions. Teams also distributed 2,412 pieces of branded swag, which extended memory and brand recall. Consumer sentiment was not neutral curiosity. It was enthusiastic and, in some cases, a surprised delight. Verbatims included: Why don’t all beverages have an interactive chewing experience like this? This is like bubble tea and juice had an anime crossover event. Lychee and mango emerged as clear favorites across multiple cities, and at a number of events people returned with friends asking where they could buy it. Retail staff who sampled during product drops echoed this enthusiasm, which supported sell-through at the shelf. Digital amplification continued the work. A prize giveaway encouraged social sharing and surveys. Influencer content and weekly photo sets fed a constant pipeline of social-ready assets. Meanwhile, these U.S. activations aligned with the global Life’s Too Short, You Gotta Chew push. TikTok passed 1,000 followers by September 2025. That early traction is a signal that this U.S. launch is gaining real cultural adoption.

Creative Elements and Execution

Creativity was not only present in design aesthetics. It informed how the program was built to behave in the field. The branded van, signage, and swag were built for visual magnetism. Everything was bright, bold, and photogenic for both in-person and digital. Every detail had a job. QR-coded signage. Stickers. Ice trays. It all reinforced the playful brand personality. Storytelling was equally intentional. Mogu Mogu was positioned as a drink plus snack that blends refreshment with novelty. Street teams used simple comparisons to boba or aloe to help people understand the natta de coco texture. GalaxyCon fans described it as an anime potion. At Pistahan, Filipino attendees connected it to childhood memories. On the operations side, problem-solving was constant. Teams shifted location when needed to capture traffic. Surveys were paused when events moved too quickly. Ice and product were scaled for hot days. Weekly recaps through the client hub ensured every learning moved into next week’s planning. These creative choices, paired with operational responsiveness, translated a novel product into a memorable and shareable experience that worked both live and online.

Overall Excellence and Industry Advancement

Excellence was not something achieved by accident. It was planned into the system at the beginning. From kickoff in April, objectives, KPIs, and target markets were made explicit. Budgets were confirmed in May. Creative assets, including the van wrap, tents, signage, and apparel, were locked by June. Field teams were trained through multi-format resources, including manuals, quizzes, and recorded sessions. Logistics and product shipments were coordinated to protect continuity in the field. That foundation supported both scale and agility. The program has already reached tens of thousands of consumers in cultural settings where the brand makes sense. Weekly reporting and photo curation created a live feedback loop that allowed the team to adjust constantly. The larger impact on the industry is this demonstration that field is no longer separate from digital. It can be an engine for digital storytelling. These activations supported global brand voice and provided real UGC and social energy. This is a new model for beverage launches in the United States. Rooted in discipline. Executed with cultural fit. Designed to bridge trial and digital amplification.

About Attack! Marketing + Mogu Mogu

Attack! Marketing partnered with Sappe to bring Mogu Mogu into the U.S. in a way that honored its global brand voice while also speaking to American youth culture. By fusing experiential activations with social-ready design and content pathways, the program introduced a drink plus snack format to American consumers in a way that sparked curiosity, created memories, and drove trial at scale.

About the Netty Awards

The Netty Awards are a prestigious awards program that honors top leaders and companies across various industries in the digital age. With over 100 unique categories and a longstanding track record as one of the most trusted organizations in the industry, the Netty Awards celebrate achievements in Design, Social Media, Influencers and Creators, Web, Advertising and PR, and Apps and Software. Recently featured in USA Today for their Top Agencies List, the Netty Awards are recognized as one of the most trusted agency directories for decision makers.