Subway Malaysia wants consumers to not only eat fresh but also feel fresh. Leveraging on its "Eat Fresh" slogan, the brand together with VaynerMedia Asia Pacific created the Super Fresh Daily Face Wash as an April Fool's Day gimmick featuring seven ingredients such as tomato, lettuce, onion, cucumber, green pepper, cheese, and sweet corn.
In a Facebook post, the brand said the seven face wash options were made for each day of the week and created using extracts from the freshest sub ingredients. "So you can pick and choose your daily faves to refresh your skin everyday," the Subway added.
Most consumers caught on to the joke, with one requesting Subway to sell a combo with a cookie-flavoured mask while another wondered what the green pepper face wash would look like. Meanwhile, a few other netizens jokingly said Subway was too early to the game, given that April Fool's Day is tomorrow. One netizen also commented that March has 31 days instead of 30 and wondered if Subway's calendar was "broken" or if it has forgotten the date.
A similar stunt was also carried out in Hong Kong, with consumers being offered a salad-flavoured Super Fresh Daily Face Wash. "You don’t have to choose between eating fresh and feeling fresh anymore. Extracted from the freshest sub ingredients, our Face Wash will leave your skin feeling so fresh and so clean!" the brand said in the post. A+M has reached out to Subway for comment.
Subway is known for trendjacking and has tickled consumers by putting its own spin on the Spotify 2020 Wrapped , and also took a page out of Burger King's book last year by rallying consumers to order from anywhere, be it through restaurants, mamak joints or home grown businesses.
Separately, Singaporean snack company Crusty's also jumped in early on the April Fool's Day hype by creating a new packaging for its soy skin crisps. At first glance, the hexagonal packaging looks similar to the packaging of medicated ointment brand Tiger Balm. Donning the colours of orange, brown, and green, the spokesperson clarified that the April Fool's Day packaging will only be disseminated to key opinion leaders and the media.
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