Marks Full Mark Grade

Allocation (40%) (100 Marks)

FACULTY OF COMMUNICATION AND CREATIVE INDUSTRIES (FCCI)

BACHELOR OF COMMUNICATION (HONOURS) IN

ADVERTISING (RAV22 & RAV23) BHAV2054 TVC

PRODUCTION (202501)

GROUP PROPOSAL (40%)

STUDENT NAMES STUDENT ID TUTORIAL GROUP

SERENE LEE JING WEN 23WKR09728 G1

TAN HUI NI 23WKR06956 G1

FOO HUI SHUNG 23WKR07819 G1

CHIN JIA YIN 23WKR03553 G1

CHIN WAN BING 23WKR01138 G1

JAMIE LOW 23WKR01419 G1

Comment:
 COURSEWORK DECLARATION

SEMESTER: 202501 COURSE CODE & TITLE: BHAV2054 TVC PRODUCTION

DECLARATION

We confirm that we have read and shall comply with all the terms and
conditions of Tunku Abdul Rahman University of Management and Technology’s
plagiarism policy.

We declare that this assignment is free from all forms of plagiarism and for all
intents and purposes is our own properly derived work.
STUDENT NAMES DATE SIGNATURE

SERENE LEE JING WEN 01/04/2025

SJWEN

TAN HUI NI 01/04/2025

TANHN

FOO HUI SHUNG 01/04/2025

FOOHS

CHIN JIA YIN 01/04/2025

CHINJY

CHIN WAN BING 01/04/2025

CHINWB

JAMIE LOW 01/04/2025

JMLOW
 BHAV2054 TVC PRODUCTION (BACHELOR OF

COMMUNICATION (HONOURS) IN ADVERTISING – YEAR 2)

ASSESSMENT SHEET FOR EVALUATION AND RUBRIC OF

GROUP PROPOSAL (30%)

30 27 – 30 20 – 26 15 – 19 7 – 14 0–6 MARKS
(Excellent) (Good) (Average) (Below Average) (Poor)
MARKS

Justifi The proposal Proposal was Average on Preparing and Not many ideas
cation was prepared preparedand creating and executing ideas were prepared in
clearly with able to explain preparing new in the proposal the proposal.
of
meaningful and certain major major points. were below Therefore,
Ideas
theoretical ideas points that Gave out less average. justification was
that were would make the example of Samples were very less or no
justified properly. contents more suggestions and less and justifications at
Major points appealing and ideas were contained a lot all. No samples
were clearly Coherent. basically of similarities and were shown to
explained with However, some common, repetition. Not support the
supportive major points general and not many major ideas and no
citations and were supported much of points were sign of major
references. with citations. contemporary. mentioned. and minor
Citations were Mostly minor points being
less. points. stated.

Overall Able to explain Introduction, Description of The explanation Descriptions in

Content introduction, body contents intro, body and of the overall the intro, body
body contents and conclusion conclusion were content is too contents and
and conclusion were explained, explained general, below conclusion are
clearly. but contained averagely, average and poorly
Contained certain especially clarity contained major explained. No
discussion of meaningful of thoughts. errors on the signs of
central ideas examples with Certain grammatical examples,
with good discussion ideas grammatical structure and grammatical
examples and and grammars structure language structures were
contents were were structured contained errors command. incoherent, and
written nicely. with less Extremely less language is
coherently. examples. examples were difficult to
shown. recognise.

10 9 – 10 7–8 5–6 3–4 0–2 MARKS

(Excellent) (Good) (Average) (Below Average) (Poor)
MARKS
Researc Very-detailed Detail research Basic research Research skill Research skill is
h research with with secondary with secondary seems to be quite poor.
secondary based research based research lacking and Referencing is
and
based research. were adapted. were adapted. references were also lacking and
Referen
Various kinds of Contained a References were quite minimal. It not much
ces references from complete less, but support seems the group references have
different reference that certain major proposal didn’t been adapted.
sources were relate to the points in the adapt or cite Evidences or
adapted onto contents and proposal. In properly in points were
the proposal. evidences. other words, several major mostly coming
Citations are Several citations were points. Most of from the same
used in most of important major there, but major the minor points source and no
the major points. points were points were not were cited, but sign of citations
cited. cited and major points or references to
classified weren’t. justify the points.
properly.

Langua The group Grammars and Both sentences Some sentences Major errors on
ge proposal sentences are and terms were and terms were the sentences
prepared prepared & prepared, but not prepared & and terms.
Clarity
precise structured grammatical hardly Everything seems
grammars and nicely. Some structure and understood. messy, not
terms. language language Language prepared and
Sentences are command has command command and extremely hard
well minor errors, but expressed grammar to understand
structured, readable. multiple errors. contained errors the language.
recognizable
and written
coherently.

Nevertheless, it is that shows no

recognizable. meaning or
purposes.

Group The group The group did The group The group has The group didn’t
Presenta presented well well in understand their problems in present on time
with clear presenting, but topic, but have explaining the or never show
tion
explanation and with minimal difficulty in entire up. This group
supportive amount of explaining it presentation. The lack of
references. reference to through group was not punctuality,
Each member explain their presentation. ready for explanation and
presented statements. Relied too much presentation. All commitment in
confidently in Some members on the slides members read presenting and
their own words showed less and not many without any completing their
with minimal body language supportive supportive and group proposal.
errors. and read from references were arrangement
the slides. used. materials.

Group Based on the Peer Evaluation Rubric (10 Marks) sheet

Peer
Evaluati
on
 FINAL MARK (100 Marks)

ASSESSMENT SHEET FOR EVALUATION AND RUBRIC OF

PRE-PRODUCTION REPORT (10%)

30 27 – 30 20 – 26 15 – 19 7 – 14 0-6 MARKS
(Excellent) (Good) (Average) (Below Average) (Poor)
MARKS

Messag Students were Preparation, Students were The group has Preparation,
e able to planning and able to prepare the idea and planning and
prepare, execution by and plan well, but creativity, but it new ideas were
Strategy
organise and students are had a tough time seems they poor. Each
execute fresh good and in identifying the have second member didn’t
and exciting recognizable, right intent story thoughts and put much effort
ideas that but the intent to convert them couldn’t in working
would help strategy into desired TVC prepare the right together to
their intent TVC story and video. May strategy to come out an
story and objectives look require Lecturer’s achieve their effective intent
objectives with basic and too guidance to desired intent TVC story with
appropriate general. come out an story and objectives.
reasons. However, both intent story. objectives. Didn’t consult
contributes well. Frequent with Lecturer as
supervision is well.
needed from the
Lecturer.

Draft Very The storyboard The storyboard The level of the Visuals were
Storybo well-preparedst looked basic, contains visuals messy or no
oryboard. but descriptions that wasoversimplifie visuals at all.
ard
Visual pictures understandable are simple, d and hardly to Descriptions
are coloured and descriptions organised yet recognize. Too are difficult to
and are organised. understandable, many stick understand
descriptions Not much but needs figures were and not
are organised colour is used practice in used, but well-organised
according to and focused drawing the descriptions are properly
the actual more on black visuals. Certain organised and according to
format of a and white tone visuals are ale to support the storyboard
storyboard. instead. recognizable, but these format. No

challenging to hardly marks will be

perceive them. recognizable given if it is not
visuals. submitted.

20 18 – 20 14 – 17 10 – 13 5–9 0–4 MARKS

(Excellent) (Good) (Average) (Below Average) (Poor)
MARKS
 Visual Very-detailed Detail research Basic research Visual concepts Research skill is
Concep research with with secondary with secondary as reference quite poor. No
secondary based research. based research. were lacking or visual concepts
ts
based Contained Visual concepts as no sign of visuals as references
and
research. certain visual references were to support their to inspire their
Referen Various visual concepts as less, but TVC intent story. intent TVC story
ces concepts from reference were supported and The group and no
different adapted into adapted the preferred to referencing
sources were the intent story whole intent TVC write in words have been
adapted and contents. story. Sadly, no instead. adapted or
with proper However, not citations were Fortunately, the found. The
explanations to many references written, but group did adapt group rather
support their were cited, but general or cite their explain
TVC story. relevant explanations were written in words with
Importantly, explanations there to support references. no sign of
references were there to them. referencing.
were cited to support them.
support them.

Overall The group was Some materials Not many Less materials Insufficient
Preparat able to and elements materials and and elements number of
prepare all the were prepared elements were were prepared elements and
ion
right detailed and relevant there, but basic and shown. materials
materials and with general explanations were Fewer brief being
elements that explanation to prepared to explanations explained or no
would support support the ensure their TVC is were displayed preparation at
in producing group in on the right track to support their all. The group
their TVC video. producing the before progress in had no sense
TVC effectively. production. producing their of
TVC. consideration in
producing their
TVC video.

FINAL MARK (100 Marks)

GROUP PROPOSAL PRE-PRODUCTION REPORT FINAL MARK (40%) TOTAL MARK

(30%) (10%) (100 Marks)

Group proposal
1.0 Introduction

In today’s highly competitive market, storytelling plays a crucial role in advertising.

Brands are no longer just selling products, they are selling experiences, emotions, and
connections. Consumers are drawn to brands that evoke a sense of warmth, nostalgia, and
authenticity qualities that foster brand loyalty and emotional attachment, where products often
serve as a medium for bringing people together. Our TVC aims to tap into this sentiment by
using an everyday snack, Julie’s biscuits, as a symbol of love, friendship, and meaningful
moments.

1.1 Why choose the Julie’s food brand.

Julie’s is the perfect choice for our TVC because it embodies the universal message of
love and human connection through the simple yet profound act of sharing biscuits. The brand’s
core philosophy, “Julie’s. Bridge the World” (Brand Story – Julie’s Brandmart, n.d.), perfectly
aligns with our vision of fostering togetherness, strengthening relationships, and making life’s
little moments more meaningful. This aligns with modern advertising trends, where brands focus
not only on product features but also on emotional storytelling to create a lasting impact on
consumers.

Julie’s, in particular, has built its identity around these values, making it an ideal brand to
feature in our TVC. The brand’s diverse range of products from the zesty Lemon Biscuit to the
indulgent Love Letters wafer rolls offers a versatile canvas for storytelling, allowing us to craft
engaging and relatable narratives around themes of friendship, celebration, and togetherness.

Additionally, Julie’s is not only recognized for its rich flavors and high-quality
ingredients but also for its reputation as a brand that cares about its consumers. By integrating
Julie’s into our advertisement, we reinforce the idea that even small, everyday gestures like
sharing a biscuit can create lasting bonds and uplift someone’s day. This sentiment is at the heart
of our campaign. Moreover, Julie’s has a strong legacy of branding and customer trust, making it
an excellent partner for delivering an authentic and heartfelt message. Through this
collaboration, we aim to highlight how something as simple as sharing a biscuit can strengthen
relationships, provide comfort, and create joy. Our TVC will bring this idea to life by depicting
relatable university moments, demonstrating how Julie’s products serve as a bridge between
people, enriching their shared experiences.

By choosing Julie’s as the focus of our TVC, we are not just promoting a snack—we are
promoting the beauty of human connection, the warmth of shared experiences, and the power of
simple gestures in creating happiness.

1.2 Company Background

 Julie’s Biscuits is a renowned Malaysian biscuit brand that has built a strong reputation
for quality, innovation, and emotional branding. Established in 1981 by Su Chin Hock under
Perfect Food Manufacturing (M) Sdn. Bhd., Julie’s started as a small-scale biscuit manufacturer
but rapidly grew into a globally recognized brand. Today, Julie’s products are exported to over 80
countries, making it one of Malaysia’s most successful homegrown food brands. The company’s
tagline, “Julie’s. Bridge the World,” reflects its mission of fostering human connection through
food, emphasizing that a simple act of sharing a biscuit can create meaningful relationships
across cultures and generations.

Su Chin Hock, the visionary behind Julie’s, had a clear goal: to produce high-quality
biscuits that could compete with international brands while maintaining a distinct identity rooted
in warmth and togetherness. From the beginning, the company focused on using premium
ingredients and state-of-the-art manufacturing techniques to ensure superior taste and
consistency. This dedication to quality quickly won the trust of consumers, enabling Julie’s to
expand its product range to include crackers, cream sandwiches, cookies, and wafer rolls. Julie’s
success can also be attributed to its strong branding and strategic marketing efforts. Unlike many
biscuit brands that solely emphasize product features, Julie’s took a different approach, using
emotional storytelling to create a deeper connection with its audience. The brand’s advertising
campaigns have consistently focused on themes of family bonding, friendship, and the joy of
sharing, making it a household favorite among consumers of all ages. Today, it remains a
household favorite, symbolizing warmth and togetherness (Admin & Admin, 2024) .

Under the leadership of Sai Tzy Horng, Su Chin Hock’s son and the current Brand
Director, Julie’s has continued to evolve while staying true to its core values. Recognizing the
power of modern digital marketing and storytelling, Sai has introduced innovative campaigns
that further reinforce Julie’s emotional appeal. For instance, the brand has launched
heartwarming TVCs and social media initiatives that celebrate the beauty of everyday
moments—whether it’s a child sharing a biscuit with a grandparent or friends enjoying Julie’s
snacks during a study session.

Additionally, Julie’s remains committed to innovation in its product development and

packaging. The company has expanded its offerings to cater to changing consumer preferences,
including healthier options such as low-sugar biscuits and whole-grain crackers. Its ability to
adapt to market trends while maintaining a strong emotional connection with consumers has
been key to its long-term success. Julie’s biscuits are now available in major international
markets, including China, Indonesia, Singapore, the Middle East, and Europe. The brand’s global
presence is a testament to its commitment to quality, trust, and emotional branding. Even in
competitive international markets, Julie’s has successfully positioned itself as a brand that stands
for warmth, sharing, and happiness—values that resonate with people regardless of cultural
background.
 Beyond its business success, Julie’s has also been actively involved in corporate social
responsibility (CSR) initiatives, such as food donations, sustainability efforts, and community
engagement programs. This further strengthens its brand identity as a company that not only sells
biscuits but also spreads kindness and joy.

1.3 Importance of Julie’s in Malaysia

Julie’s Biscuits holds a significant place in Malaysia’s food industry as one of the
country’s most recognized and respected brands. Founded in 1981, the brand has grown from a
local biscuit manufacturer into a globally recognized name, exporting to over 80 countries
worldwide. Its commitment to quality, innovation, and emotional storytelling has earned the trust
of generations of Malaysians, making Julie’s more than just a snack brand—it has become a
symbol of warmth, tradition, and togetherness.

One of the most important aspects of Julie’s significance in Malaysia is its economic
contribution. The company plays a crucial role in job creation, providing employment
opportunities across its manufacturing, marketing, and distribution sectors. As an export-driven
business, Julie’s also contributes to Malaysia’s trade revenues by bringing high-quality
Malaysian products to the global market. This international success enhances Malaysia’s
reputation as a key player in the food industry, strengthening the nation’s presence in the global
snack market.

Beyond its economic impact, Julie’s is deeply ingrained in Malaysian culture and
traditions. The brand’s products, particularly the Love Letters wafer rolls, have become an
essential part of festive celebrations. These wafer rolls are especially popular during Chinese
New Year, where they symbolize prosperity, good fortune, and shared happiness. Similarly,
Julie’s biscuits are often present at Hari Raya, Deepavali, and other family gatherings,
reinforcing the idea that food is a means of bringing people together. The act of sharing a
packet of Julie’s biscuits with loved ones has become a cherished tradition in many Malaysian
households.

Moreover, Julie’s has actively engaged with the local community through various
initiatives. The brand is involved in corporate social responsibility (CSR) efforts, such as food
donation drives, educational campaigns, and sustainability programs. By giving back to society,
Julie’s strengthens its position as a responsible and caring brand, further cementing its
importance in Malaysia.

However, despite its strong presence, Julie’s must continue to innovate and adapt to
remain relevant in an increasingly competitive market. If its popularity were to decline, there are
several strategies that could help the brand regain its recognition and appeal among Malaysians:
1.​ Stronger Digital Marketing – In today’s digital age, social media marketing is crucial
for maintaining brand visibility. Julie’s has already built a presence on platforms like
Instagram, TikTok, YouTube, and Facebook, but further engagement through
influencer partnerships, viral challenges, and interactive campaigns can help attract
younger audiences. For example, brands like McDonald’s Malaysia have successfully
leveraged TikTok trends and collaborations with local influencers to create buzz around
their products. Julie’s can adopt a similar strategy by working with food bloggers,
lifestyle influencers, and Malaysian celebrities to promote its biscuits in an engaging and
relatable way.

2.​ Limited-Edition Flavors & Collaborations – To keep consumers excited and engaged,
Julie’s can introduce special edition flavors inspired by Malaysian tastes. Examples of
locally beloved flavors include Teh Tarik, Durian, Gula Melaka, and Pandan Kaya, which
resonate strongly with Malaysians. Many global brands, such as Oreo and KitKat, have
successfully launched localized flavors in different countries. For instance, KitKat
introduced a Durian-flavored variant in Southeast Asia, which gained significant
attention. Julie’s could collaborate with popular Malaysian food brands or local
celebrities to create exclusive products that spark consumer interest.​

3.​ Retail & E-Commerce Expansion – With the rise of online shopping, Julie’s has
expanded its presence on e-commerce platforms such as Shopee, Lazada, TikTok
Shop, and PGMall. Ensuring that Julie’s biscuits are easily accessible across all major
supermarkets, convenience stores, and online platforms is essential for maintaining strong
sales. Additionally, offering exclusive online promotions, bundle deals, and limited-time
discounts could encourage more consumers to purchase Julie’s products. Many brands,
such as Nestlé, have successfully boosted their online sales through Shopee Super Brand
Day promotions—a strategy Julie’s could adopt to increase visibility and attract more
buyers.​

4.​ Experiential Marketing – Creating memorable brand experiences can strengthen

consumer connections with Julie’s. The brand has already participated in events like the
Pokémon Festival, fun runs, and Raya-themed campaigns, which attract large crowds and
provide engaging brand exposure. Going forward, Julie’s could host pop-up stores,
biscuit-tasting events, or interactive experiences that allow consumers to learn about the
brand’s history while enjoying free samples. Successful examples of experiential
marketing include Starbucks’ interactive coffee-tasting sessions and Magnum’s pop-up
ice cream customization booths. Julie’s could implement a similar approach by allowing
consumers to customize their biscuits, participate in baking workshops, or share their
own family traditions involving Julie’s products.
2.0 Body Content

2.1 Julie’s Products

Sandwich Biscuits – Crispy biscuits with a smooth and creamy filling, available in flavors like
Peanut Butter, Cheese. These biscuits are perfect for a satisfying snack.
(Appendix 1&2&3）(Your Julie’s – Julie’s, n.d.)​

Crackers – Light and crispy crackers, including Butter Crackers and Golden Crackers,
known for their rich flavor and crunchy texture. Ideal for pairing with spreads or enjoying on
their own. (Appendix 4&5）(Your Julie’s – Julie’s, n.d.)​

Oat Cookies – Nutritious cookies made with oats, offering a chewy texture and flavors like
strawberry and chocolate. A great option for a healthier snack. (Appendix 6）(Your Julie’s –
Julie’s, n.d.)​

Wafer Rolls – Also known as "Love Letters", these crispy, rolled wafers are filled with
delicious flavors like chocolate and vanilla, making them a popular festive treat. (Appendix 7）
(Your Julie’s – Julie’s, n.d.)​

Wafer Cubes – Small, bite-sized wafers with a creamy and crispy texture, available in a variety
of flavors for a light and delicious snack. (Appendix 8）(Your Julie’s – Julie’s, n.d.)​

Assorted Biscuits – A combination of different biscuit types and flavors in one pack, providing
variety and convenience for biscuit lovers. (Appendix 9）(Your Julie’s – Julie’s, n.d.)​

Waffles – Thin, crispy waffle biscuits with a light and airy texture, offering a delightful crunch
in every bite. (Appendix 10）(Your Julie’s – Julie’s, n.d.)​

Stick Biscuits – Long, slender biscuits that are crunchy and easy to munch on, perfect for
snacking anytime, anywhere. (Appendix 11）(Your Julie’s – Julie’s, n.d.)​

Other Biscuits – Includes Julie’s Marie Milk Flavour biscuits, which are light, crispy, and
enriched with a subtle milky taste, perfect for a classic snack. Also features Huggy’s School
Milk Flavoured Cookies, specially made with a creamy milk flavor, offering a fun and
nutritious treat for kids. (Appendix 12）(Your Julie’s – Julie’s, n.d.)
​
2.2 Advertising Strategies
Julie’s has continuously evolved its marketing and product strategies to maintain its
strong presence in Malaysia while appealing to new consumer segments. Through a combination
of digital marketing, product innovation, retail expansion, and experiential marketing, the brand
has successfully reinforced its identity as a household favorite. These efforts have not only
sustained Julie’s popularity but have also introduced the brand to younger generations and a
wider audience.

2.2.1 Sales Promotion - Julie's Special Raya Promotion: Free Bekas Kuih Raya with
Purchase of Love Letters Wafer Rolls

One of Julie’s most effective advertising strategies is its festive sales promotions,
designed to attract consumers during key celebrations such as Hari Raya. In 2025, Julie’s
introduced a Bekas Kuih Raya giveaway promotion, offering customers a free limited-edition
kuih container when they purchase RM35 worth of Julie’s Love Letters Wafer Rolls (705g) in
selected flavors (Chocolate, Strawberry, Vanilla). This promotion, available on March 8th-9th
and March 15th-16th, 2025, was aimed at enhancing consumer engagement and rewarding
brand loyalty during the festive season.

To ensure accessibility, the promotion was available both online and offline. Customers
shopping on Julie’s official stores on Shopee, Lazada, TikTok, and PGMall automatically had
the Bekas Kuih Raya added to their cart upon meeting the purchase criteria. Meanwhile, in retail
stores across West Malaysia, customers could redeem their free gift by presenting their receipt
to Stationed Push Promoters. This strategy helped increase both in-store foot traffic and
e-commerce sales while providing an exclusive festive incentive for customers.

The limited-edition Bekas Kuih Raya featured a randomized design, making it a

collectible item that encouraged repeat purchases. Additionally, Julie’s ensured the promotion
was first-come, first-served, creating a sense of urgency and excitement around the giveaway.
This sales promotion not only increased product sales but also reinforced Julie’s emotional
branding by associating its biscuits with festive joy and tradition.

2.2.2 Co-Branding Initiative – Julie’s x Pokémon: Engaging Fans Online and Offline

In a move to expand its reach beyond traditional biscuit consumers, Julie’s partnered with
the Pokémon Festival Malaysia 2024, a collaboration that resonated with both Pokémon
enthusiasts and fitness-conscious individuals. From November 7th to 10th, 2024, Julie’s played
an active role in the four-day event, which featured interactive carnival activities and
culminated in a 4km Pokémon-themed fun run on November 10th. This event attracted over
7,000 attendees, giving Julie’s widespread brand exposure among families, fitness enthusiasts,
and younger consumers who associate Pokémon with nostalgia and fun.(Press Releases, 2024b)

Beyond physical engagement, Julie’s also launched a social media giveaway campaign
on Instagram, encouraging online participation. To enter, users had to follow Julie’s Instagram
account, like and share the giveaway post, and tag friends in the comments for a chance to win
exclusive Pokémon-themed merchandise. This campaign successfully boosted social media
engagement, increased Julie’s online visibility, and introduced the brand to a new segment of
consumers who may not have previously considered Julie’s products.

The Pokémon co-branding initiative showcased Julie’s ability to blend entertainment,

fitness, and digital marketing into a single campaign. By associating with a beloved global
franchise like Pokémon, Julie’s not only strengthened its appeal among younger consumers but
also positioned itself as a dynamic and culturally relevant brand that embraces modern
consumer interests. (Pokémon Run X Julie’s Instagram Giveaway Terms and Conditions – Julie’s,
n.d.)

2.2.3 Innovative Marketing Campaign – Julie’s Raya A.I. Dilfitri: Blending Tradition with
Technology

Julie’s has also been at the forefront of innovative marketing campaigns, with the “Raya
A.I. Dilfitri” advertisement being a prime example. Launched in 2024, this campaign utilized
artificial intelligence (AI) to create a unique and emotionally resonant Hari Raya storytelling
experience. The ad, produced in collaboration with Kredence Creative Solutions, combined
elements of cultural tradition with cutting-edge technology, positioning Julie’s as a
forward-thinking brand while still maintaining its core values of warmth, nostalgia, and family
togetherness.

The campaign showcased how AI-generated animation and storytelling could be

integrated into festive advertising, making the brand stand out in a competitive market during the
Raya season. By leveraging AI, Julie’s successfully engaged with audiences in a fresh and
modern way, appealing to both tech-savvy younger generations and traditional consumers who
appreciate heartfelt festive messaging. The campaign not only generated significant online
buzz but also reinforced Julie’s commitment to innovation and storytelling, strengthening its
emotional connection with consumers. (Kredencecs, 2024)

2.3 Visual and Content-Based Analysis of Gucci Guilty Advertisements

Julie’s Biscuits has successfully crafted a strong brand identity through visually
compelling and emotionally engaging advertisements. The brand’s marketing strategy is deeply
rooted in the idea of evoking warmth, nostalgia, and human connection, making it stand out in a
competitive snack market. Each of Julie’s advertisements is meticulously designed to reflect its
brand values—love, togetherness, and joy—while also keeping up with contemporary
advertising trends that incorporate digital innovation, cultural relevance, and emotional
storytelling.
 In this section, we will analyze four of Julie’s recent advertisements, focusing on their
visual composition, emotional appeal, symbolism, and overall effectiveness in conveying the
brand’s message. These ads demonstrate the versatility of Julie’s marketing approach, from
festive-themed campaigns to more modern, technology-driven narratives.

Figure 1 : Julie’s Love Letters | Love Letters Mocha | 2025 CNY Limited Edition

The Chinese New Year (CNY) advertisement for Julie’s Love Letters Mocha (2025
Limited Edition) is a beautifully crafted visual that embraces the warmth and nostalgia of the
festive season. The advertisement prominently features a cozy indoor setting, where family
members are gathered together, enjoying Julie’s Love Letters biscuits with a steaming cup of
coffee. The dominant golden and red tones immediately evoke feelings of festivity, prosperity,
and warmth—elements deeply associated with the Lunar New Year.

One of the most striking aspects of the visual composition is the use of soft lighting and
close-up shots. The steam rising from the coffee cup enhances the sense of comfort and
togetherness, reinforcing the idea that food especially traditional treats like Julie’s Love
Letters—plays an integral role in strengthening family bonds. The camera focuses on
interactions between family members, capturing genuine moments of laughter, storytelling, and
affection. These visual cues align with the cultural belief that CNY is a time for reunions,
emphasizing Julie’s brand philosophy of fostering human connection through food.

Additionally, the advertisement highlights product premiumization, with the Mocha

flavor being positioned as a sophisticated, modern take on a classic treat. This subtle marketing
strategy appeals to both older generations (who cherish tradition) and younger consumers (who
appreciate innovative flavors and café-inspired treats). The overall message conveyed is that
Julie’s Love Letters are more than just biscuits, they are a symbol of love, tradition, and the
warmth of family gatherings.
 Figure 2: Raya 2024 | Iklan Raya A.I.dilfitri | [EN Subs] | Julie's Biscuits

The Raya A.I. Dilfitri advertisement by Julie’s Biscuits is an ambitious and innovative
fusion of tradition and modern technology, setting it apart from conventional festive
advertisements. The visual storytelling takes a surrealistic approach, with rolling green hills
and scattered old televisions forming the main backdrop. The setting is both dreamlike and
nostalgic, giving the advertisement an almost cinematic quality.

The televisions—placed in a seemingly random yet symbolic manner—represent

fragments of past memories, as though the characters in the ad are revisiting their childhood.
This technique is particularly powerful because it aligns with the common Malay tradition of
looking back at old photographs and reminiscing about past Raya celebrations. By integrating
AI-generated visuals, the advertisement juxtaposes the past and the present, suggesting that while
traditions remain strong, they can also evolve with modern advancements.

The warm lighting and earthy color palette create an inviting atmosphere, reinforcing the
themes of family, nostalgia, and celebration. The characters in the advertisement are not just
watching the televisions passively—they are engaged in a journey of rediscovery, much like how
people reconnect with their roots during Hari Raya. This advertisement is effective in portraying
the emotional depth of family relationships, reminding viewers that no matter how much time
passes, memories, love, and traditions always remain.

Furthermore, the ad subtly incorporates technological storytelling to appeal to a younger,

tech-savvy audience while still retaining cultural authenticity. This aligns with Julie’s efforts to
modernize its branding while staying true to its heritage, ensuring relevance across multiple
generations.
 Figure 3: Operation Maybe [Full] | Julie’s Biscuits

In contrast to the sentimental tone of the previous advertisements, Operation Maybe

takes a lighthearted, adventurous, and motivational approach. The advertisement is set in a
bright, natural outdoor environment, with sunlight filtering through the trees, creating an
optimistic and uplifting visual tone.

The central focus is on a young man in a denim jacket, holding up a piece of paper with
an expression of excitement and determination. His body language—raised arm, wide smile,
and forward-leaning posture—suggests a moment of breakthrough or realization. Standing
beside him are two older men, dressed similarly, who appear to be mentors or teammates,
reinforcing the theme of support, collaboration, and shared ambition.

The advertisement’s use of bright lighting, natural colors, and dynamic camera angles
gives it an energetic and contemporary feel, making it particularly appealing to younger
audiences who resonate with themes of self-discovery and ambition. Unlike the more
family-oriented advertisements, Operation Maybe focuses on personal growth, seizing
opportunities, and embracing change—a message that aligns well with Julie’s expansion into a
more diverse consumer base.

Through engaging storytelling and aspirational themes, this advertisement positions

Julie’s as more than just a household snack brand—it becomes a brand that inspires confidence,
bold decisions, and the pursuit of dreams.
 Figure 4: Raya 2025 | Selamat Hari Raya | Julie’s Biscuits

Julie’s 2025 Raya advertisement takes a deeply emotional and dramatic approach,
standing out for its raw and powerful storytelling. Unlike the bright and celebratory tone of
many festive ads, this campaign embraces a more serious, intimate, and heartfelt
atmosphere, effectively capturing the complex emotions that come with family relationships.

The scene is dimly lit, with a subdued, moody color palette that immediately conveys
intensity and depth. The advertisement focuses on a young man and a woman in a headscarf,
engaged in an emotionally charged moment. The young man is visibly crying, while the
woman gently touches his face, providing comfort and reassurance. This simple but powerful
interaction symbolizes forgiveness, reconciliation, and deep familial love.

The lack of distractions in the background ensures that viewers’ attention remains on the
raw emotions between the two characters. The interplay between light and shadow adds to the
cinematic depth of the scene, emphasizing that Hari Raya is not just about joy and celebration
but also about healing relationships, seeking forgiveness, and cherishing family bonds.

This advertisement deviates from conventional Raya ads that focus solely on happiness,
instead presenting a more authentic and realistic depiction of the emotional complexities of
family dynamics. It reinforces Julie’s commitment to telling meaningful, impactful stories that
resonate on a deeper level, making it one of the most compelling campaigns in the brand’s
portfolio.

3.0 Julie’s Biscuits vs. Oreo: A Comparison of Local and Global Biscuit Brands

Julie’s Biscuits and Oreo are two well-established biscuit brands that have successfully
captured the hearts of consumers, albeit through distinct branding and marketing strategies.
Julie’s, a proudly Malaysian brand, has built its reputation through emotional storytelling and
strong cultural connections, while Oreo, a globally recognized brand under Mondelez
International, has maintained its dominance through playful marketing and worldwide appeal. By
examining their brand positioning, advertising strategies, and product innovations, we can better
understand how these two biscuit giants cater to their respective audiences.

Julie’s places great emphasis on emotional storytelling, often incorporating local

traditions, values, and familial themes into its advertising. The brand understands the importance
of cultural relevance and frequently launches campaigns that resonate with Malaysian
consumers. For instance, Julie’s festive commercials during Chinese New Year and Hari Raya
often depict heartwarming family moments, reinforcing the idea that its biscuits are more than
just snacks—they are symbols of love, connection, and togetherness. The "Raya A.I. Dilfitri"
campaign is a prime example of how Julie’s merges modern technology with deep-rooted
traditions to create an engaging and emotionally resonant message. By aligning itself with
themes of nostalgia and unity, Julie’s has positioned itself as a household name, particularly
among families and older generations.

In contrast, Oreo takes a more universally adaptable approach, focusing on fun,

excitement, and interactivity. Its long-running "Twist, Lick, Dunk" campaign has become
synonymous with the brand and is easily understood across different cultures. Oreo frequently
collaborates with pop culture icons, entertainment franchises, and social media influencers to
engage with a younger, digitally savvy audience. The brand has leveraged augmented reality
(AR) filters, gamification, and viral social media challenges to maintain relevance in an
ever-changing digital landscape. For example, its #OreoDunkChallenge campaign encouraged
users worldwide to creatively dunk their Oreos, generating massive online engagement and user
participation. This strategy reinforces Oreo’s image as a fun and playful brand that appeals to all
ages.

When it comes to product positioning, Julie’s prioritizes authenticity, quality, and trust.
The brand is known for using premium ingredients and adhering to traditional baking methods to
ensure consistency in taste and texture. Julie’s often promotes its "baked with love" philosophy,
highlighting the craftsmanship and dedication behind its products. In addition to classic favorites
like Love Letters and Peanut Butter Sandwich biscuits, Julie’s has expanded its offerings to
include healthier options such as wholegrain crackers and low-sugar biscuits, catering to the
growing demand for nutritious snacks.

Oreo, on the other hand, thrives on constant innovation and experimentation. The brand
frequently introduces new flavors, limited-edition variants, and region-specific collaborations to
keep consumers excited. Some of its most notable releases include matcha-flavored Oreos in
Japan, durian-flavored Oreos in Southeast Asia, and even spicy "Wasabi & Hot Chicken Wing"
Oreos in China. These bold product innovations help Oreo stay relevant in different markets
while maintaining its signature taste and texture. Additionally, Oreo's packaging designs and
special-edition releases, such as personalized cookie tins and collectible-themed boxes, further
enhance its appeal.

In terms of marketing approach, Julie’s heavily relies on localized strategies to deepen its
connection with Malaysian consumers. The brand frequently collaborates with local celebrities,
social media influencers, and lifestyle bloggers to promote its products in an authentic and
relatable manner. Julie’s also engages in corporate social responsibility (CSR) initiatives, such as
food donations and sustainability efforts, which further strengthen its brand image as a caring
and community-driven company.

Oreo, being a global powerhouse, takes a more standardized yet flexible approach. Its
branding and packaging remain consistent worldwide, but its marketing campaigns are often
adapted to suit local preferences. For example, during Ramadan, Oreo has released special
commercials tailored to Muslim-majority countries, emphasizing the joy of sharing and breaking
fast with loved ones. The brand’s ability to balance global consistency with localized adaptations
has been key to its enduring success.

While Julie’s excels in cultivating strong emotional bonds with consumers through
cultural relevance and traditional values, Oreo thrives on creativity, digital engagement, and
continuous reinvention. Both brands have effectively positioned themselves within their
respective markets, but they also have areas for potential growth. Julie’s could further strengthen
its global presence by adopting more interactive digital campaigns and exploring international
collaborations, similar to how Oreo engages audiences worldwide. On the other hand, Oreo
could benefit from incorporating deeper cultural storytelling into its marketing efforts,
particularly in markets where emotional branding plays a crucial role in consumer loyalty.

Ultimately, both Julie’s and Oreo demonstrate the importance of understanding consumer
behavior and market dynamics. While Julie’s remains a cherished household name in Malaysia
due to its deep-rooted traditions and authentic messaging, Oreo continues to dominate the global
snack industry through innovation and digital engagement. Their contrasting yet equally
effective strategies highlight the diverse ways in which biscuit brands can connect with their
audiences and sustain long-term success in an increasingly competitive market.

3.1 Strength and Weaknesses of Julie’s and Oreo

Julie’s has several strengths, including a strong cultural connection with Malaysian
consumers through emotional storytelling. Its high product quality, with a focus on authenticity
and premium ingredients, further reinforces consumer trust. Additionally, the brand effectively
utilizes influencer marketing and local partnerships to strengthen its reputation, leading to strong
brand loyalty in Malaysia and other Southeast Asian markets. However, Julie’s also has some
weaknesses. Compared to larger international brands, its global presence is limited. Additionally,
it offers less product innovation than Oreo, which frequently introduces new flavors and editions.
Furthermore, its digital engagement on a global scale is not as extensive, lacking large-scale
interactive campaigns.

Oreo, on the other hand, boasts strong global brand recognition with a presence in over
100 countries. Its marketing strategies are creative and engaging, appealing to all age groups
through social media challenges, AR filters, and interactive advertisements. Oreo frequently
innovates with new flavors, collaborations, and limited editions, keeping consumers excited
about the brand. However, its marketing approach tends to focus on mass appeal rather than
cultural customization, making it less emotionally resonant in specific markets. Additionally,
while Oreo’s frequent product variations keep the brand dynamic, it may also lead to potential
brand fatigue among consumers.

By understanding these strengths and weaknesses, both brands can refine their strategies
to improve market reach and consumer engagement. Julie’s can focus on expanding globally
while maintaining its cultural identity, whereas Oreo can benefit from incorporating more
localized storytelling to deepen connections in regional markets.

3.2 Suggested Improvements for Advertising Techniques

To enhance its advertising, Julie’s can adopt more interactive and digital marketing
strategies that cater to evolving consumer behaviors and technological advancements. One
effective approach is the integration of augmented reality (AR) experiences into its marketing
campaigns. For instance, Julie’s could develop an AR filter on Instagram or TikTok that allows
users to interact with its products in a fun and engaging way, such as a virtual biscuit-stacking
game or an animated storytelling experience that highlights the emotional warmth associated
with its biscuits. Gamified content, such as challenges or reward-based digital campaigns, can
further drive engagement among younger consumers who enjoy interactive and shareable
experiences on social media.

Another key improvement is for Julie’s to expand its influencer marketing strategy on a
global scale. While the brand has successfully collaborated with local Malaysian celebrities and
influencers, partnering with international digital content creators could help strengthen its appeal
beyond the domestic market. For example, featuring international lifestyle bloggers, food
enthusiasts, and travel influencers enjoying Julie’s biscuits in diverse cultural settings can
showcase the brand’s universal appeal while maintaining its signature emotional storytelling
approach. Collaborations with well-known figures from countries where Julie’s is gaining
traction—such as China, Indonesia, and the Middle East—can further elevate its brand
recognition in new markets.

In addition, launching more limited-edition products tied to cultural or seasonal themes

would add an element of exclusivity and excitement to Julie’s product lineup. The brand has
already demonstrated success with its festive-themed Love Letters wafer rolls during Chinese
New Year, but it could extend this strategy by introducing unique flavors or packaging designs
inspired by different global celebrations. For example, a Mid-Autumn Festival edition featuring
mooncake-inspired flavors or a Ramadan collection with traditional Malaysian dessert flavors
like Pandan Kaya or Bubur Cha Cha could attract both existing and new customers.
Limited-edition collaborations with well-known food brands, such as a Julie’s x Tealive bubble
tea biscuit flavor, could also generate buzz and drive consumer curiosity.

For Oreo, one key area of improvement is the incorporation of more culturally tailored
advertisements in different regions. While Oreo has a strong global presence, its advertising
strategies could benefit from deeper localization to enhance emotional connections with regional
audiences. For instance, in Malaysia, Oreo could create festive campaigns that align with key
cultural events such as Hari Raya, Deepavali, or the Lunar New Year. A heartwarming
commercial showcasing how Oreo biscuits bring families together during these special occasions
could reinforce its relevance in Malaysian households. This approach would allow Oreo to
maintain its signature playful branding while making its messaging more relatable to local
consumers.

Additionally, Oreo can expand its influencer collaborations by working with a more
diverse range of content creators in emerging markets. Instead of solely partnering with
mainstream celebrities, Oreo could tap into micro-influencers—local personalities with a highly
engaged audience who resonate with specific communities. For example, engaging with
Malaysian food bloggers, parenting influencers, and gaming streamers could help position Oreo
as a fun and versatile snack suitable for different moments, from casual gaming sessions to
family tea-time.

Expanding its use of experiential marketing can also help Oreo enhance brand visibility
and strengthen consumer loyalty. Interactive pop-up stores or live consumer engagement events,
such as Oreo-themed cafes, baking workshops, or large-scale brand activations in shopping
malls, could create memorable brand experiences. For example, Oreo could host a "Dunk &
Win" event, where participants take part in creative dunking challenges to win exclusive Oreo
merchandise. Alternatively, introducing Oreo vending machines with interactive elements—such
as allowing customers to personalize their own Oreo packaging or select special-edition flavors
through a digital touchscreen—could boost engagement and encourage product trials.

Both Julie’s and Oreo have strong brand identities, but refining their advertising
techniques through digital innovation, influencer partnerships, localized storytelling, and
experiential marketing can help them stay competitive in an evolving consumer landscape. By
leveraging these strategies, Julie’s can expand its emotional branding globally, while Oreo can
deepen its local market penetration and maintain its position as a leading biscuit brand
worldwide.
4.0 Conclusion

Julie’s Biscuits has firmly positioned itself as a leading Malaysian brand, known for its
strong cultural connections, emotional storytelling, and commitment to quality. Its success is
rooted in its ability to resonate with consumers through meaningful advertisements and
traditional values, making it a household favorite, especially during festive seasons. While Julie’s
continues to thrive in the Malaysian market, further expansion into international markets and a
stronger focus on digital marketing could significantly enhance its global presence. By
leveraging social media, influencer partnerships, and innovative campaigns, the brand can
strengthen its engagement with younger consumers and reach a wider audience.

When comparing Julie’s with Oreo, both brands showcase distinct strengths—Julie’s is known
for its authenticity and emotional branding, while Oreo dominates in global innovation and
large-scale engagement strategies. Oreo’s playful marketing approach and constant flavor
innovations keep it relevant worldwide, whereas Julie’s relies on cultural storytelling and
premium quality to build long-term loyalty. To remain competitive, Julie’s should adopt a more
aggressive international marketing strategy while staying true to its core identity, ensuring that its
messaging remains authentic even as it expands. On the other hand, Oreo could enhance its
appeal in specific regions by integrating more localized advertising and storytelling to deepen its
emotional connection with diverse audiences.

Ultimately, both brands must continuously adapt to changing consumer preferences,

technological advancements, and market trends to sustain long-term growth. As digital
transformation reshapes the food industry, embracing emerging technologies such as augmented
reality (AR), artificial intelligence (AI)-driven marketing, and interactive online campaigns will
be crucial for maintaining relevance. By striking a balance between tradition and innovation,
Julie’s and Oreo can continue to thrive in an increasingly competitive global market while
fostering lasting brand loyalty among consumers.

Team member and roles

Chin Jia Yin - Director

Serene Lee Jing Wen - Producer
Chin Jia Yin & Tan Hui Ni - Director of photography
Foo Hui Shung & Chin Wan Bing - Editor
Jamie Low - Technical Manager​
Appendix

Appendix1
Appendix 2

Appendix 3
Appendix 4

Appendix 5
Appendix 6

Appendix 7
Appendix 8

Appendix 9

Appendix 10
Appendix 11

Appendix 12

https://youtu.be/uKq9_lAX_9U​
Appendix 13

https://youtu.be/MQ1KoSjpS2w​

Appendix 14

https://youtu.be/CZtzzsPf7rY
Appendix 15

https://youtu.be/wsKIZ8Xx4Ds
Pre-production report

Team Members and Roles

Chin Jia Yin – Director​

​ As the Director, Amber is the creative force behind the TVC, responsible for developing
the storyline, shaping the visual narrative, and ensuring that the final product aligns with the
intended artistic vision. She oversees the overall aesthetic appeal, working closely with the team
to bring the concept to life. Additionally, Amber liaises directly with the instructor to refine the
creative direction, ensuring that all elements align seamlessly with the project's objectives.

Serene Lee Jing Wen – Producer​

​ Serene plays a crucial role as the Producer, ensuring the smooth execution of the
production from start to finish. She meticulously organizes the shooting schedule, prepares a
detailed props checklist, and compiles the essential three-column script for the TVC. By
managing logistics, budgeting, and coordination among departments, Serene ensures that the
production runs efficiently and stays on track with deadlines.

Chin Jia Yin & Tan Hui Ni – Directors of Photography​

​ Amber and Venice collaborate as the Directors of Photography, responsible for capturing
visually compelling shots that align with the creative vision. They oversee camera operations,
framing, lighting, and shot composition to enhance the storytelling elements of the TVC. While
both contribute to the shooting process, Amber leads the cinematography department, ensuring
that every shot is executed with precision and artistic intent.

Foo Hui Shung & Chin Wan Bing – Editors​

​ Foo Hui Shung and Chin Wan Bing are responsible for the entire post-production
process, working together to assemble, refine, and enhance the footage into a polished and
impactful final product. As the lead editor, Foo Hui Shung oversees the workflow, ensuring
smooth transitions, color grading, and effects that elevate the TVC’s visual appeal. Their
meticulous editing ensures that the final advertisement maintains a high production standard.
Foo Hui Shung – Graphic Designer & Storyboard Integrator​
​ In addition to his role as an editor, Foo Hui Shung also serves as the Graphic Designer,
taking charge of the entire storyboard integration. He ensures that all visual elements, from scene
transitions to motion graphics, align cohesively with the narrative flow. His expertise in visual
storytelling allows the storyboard to be effectively translated into the final production,
maintaining consistency in branding and artistic direction.

Jamie Low – Technical Manager​

​ Jamie is responsible for overseeing the technical aspects of the production, ensuring that
all necessary elements—such as props, costumes, and set materials—are prepared and
seamlessly integrated into the shoot. She collaborates with various department heads to ensure
smooth execution, paying close attention to the finer details that contribute to the overall visual
and thematic coherence of the TVC.

TVC Intent & Objectives

(a)​Purpose of the TVC

The primary purpose of this TV commercial (TVC) is to position Julie’s biscuits as more
than just a snack—it is a source of comfort, joy, and connection in everyday life. Instead of
taking a conventional advertising approach that focuses on product attributes, the TVC uses
emotional storytelling to create relatable and heartwarming moments. By showcasing three
distinct scenarios from university life, the advertisement conveys how small, simple gestures,
such as sharing a biscuit, can bring warmth and happiness to those around us.

The TVC is structured around three key moments: the morning hustle, a late-night study
session, and a post-assignment celebration. In the first scene, a student wakes up late, skips
breakfast, and rushes to class. In a moment of kindness, a friend hands her a pack of Julie’s
Lemon Biscuits, ensuring she has something to keep her energized. This subtly highlights the
convenience and practicality of Julie’s biscuits, positioning them as an easy and reliable snack
for those with busy schedules. The second scene takes place in a library café, where a group of
students is frantically working on an assignment due in a few hours. Tension is high until one of
them shares Julie’s Love Letters Chocolate Wafer Rolls, transforming the atmosphere from
stressful to lighthearted. The act of sharing not only provides a moment of relaxation but also
reinforces the emotional comfort associated with the brand. In the final scene, after successfully
submitting their assignment, the group celebrates with a small party. As they sit together, they
bring out Julie’s Cheese Crackers, signifying how food enhances shared experiences and creates
lasting memories.

By weaving Julie’s biscuits into these everyday scenarios, the TVC effectively
communicates that life is made up of little moments, and Julie’s biscuits add a touch of
sweetness to each one.

(b)​What is this TVC trying to communicate?

At its core, the TVC aims to communicate that small moments of joy matter, and Julie’s
biscuits help make them even sweeter. Instead of using a direct promotional message, the
advertisement naturally integrates the product into real-life situations, allowing the audience to
connect with the brand on a personal level. The overarching message can be broken down into
three key themes.

The first theme is convenience and energy boost. In the first scene, the protagonist is
running late and barely has time for breakfast. The TVC subtly emphasizes that Julie’s biscuits
provide a quick and satisfying snack that fits into a fast-paced lifestyle. The second theme is
emotional comfort and togetherness. The late-night study session highlights how sharing a snack
can ease stress and bring people together, reinforcing the idea that Julie’s biscuits offer not just
physical nourishment but also emotional support. The third and final theme is celebration and
shared happiness. The final scene demonstrates how food is often central to social gatherings,
making Julie’s biscuits a symbol of connection and joy.

By focusing on these three themes, the TVC effectively associates Julie’s biscuits with
meaningful, everyday moments. The message is not about simply selling a product but about
creating an emotional connection with the audience, making them view Julie’s biscuits as a
staple in their own lives.

(c) The Inspiration Behind the TVC

 The inspiration for this TVC is drawn from real-life experiences and the universal
connection between food and emotions. The idea is rooted in the understanding that food is more
than just sustenance—it is a way to create memories, strengthen relationships, and find comfort
in difficult times. University life, in particular, is filled with small but significant moments,
whether it is rushing to class, pulling an all-nighter, or celebrating milestones with friends. By
capturing these relatable experiences, the TVC establishes an authentic connection with the
audience.

A key source of inspiration comes from other successful TVCs that use emotional
storytelling to create brand affinity. For instance, McDonald’s “The Gift” (appendix 12) tells a
touching story about how small acts of kindness, including sharing food, can bring people closer.
Similarly, KitKat’s “Have a Break” campaign (appendix 13), which humorously demonstrates
how a short break can rejuvenate the mind—an idea that resonates with the second scene of the
Julie’s TVC.

Beyond TVC examples, this advertisement is also inspired by the shift in modern
marketing towards storytelling rather than direct advertising. Brands like Coca-Cola and Milo
(appendix 14, 15) have successfully used this approach to create ads that focus on emotions
rather than product features. The goal is not just to inform consumers about a snack but to make
them feel something. The Julie’s TVC follows this philosophy, using relatable scenarios to evoke
nostalgia, warmth, and happiness.

(d) Target Audience & Tagline Explanation

This TVC primarily targets university students and young professionals aged 18 to 35
years old. These individuals lead fast-paced lives, often juggling academics, work, and social
engagements. They seek convenient, affordable, and enjoyable snacks that fit seamlessly into
their daily routines. The TVC portrays realistic university experiences that this demographic can
identify with, making it easy for them to see themselves in the characters’ shoes.

Additionally, the secondary target audience includes young professionals and families.
Many young adults who have recently entered the workforce still resonate with their university
experiences and continue to consume familiar snacks from their student days. Moreover, families
with children look for wholesome, shareable snacks, making Julie’s biscuits a suitable option for
both personal enjoyment and social occasions. This audience segment is drawn to brands that
evoke nostalgia, authenticity, and emotional connection, making them more likely to engage with
the storytelling approach used in this TVC.

(e) Tagline Explanation

The tagline of this campaign, "Julie’s – A Little Sweetness for Every Moment. A Little
Julie’s, A Lot of Happiness!", perfectly encapsulates the essence of the brand and the TVC.

The first part of the tagline, “A Little Sweetness for Every Moment,” emphasizes how
Julie’s biscuits are not just snacks but small sources of happiness throughout the day. Whether
it’s during a busy morning, a stressful study session, or a celebratory gathering, Julie’s biscuits
add a touch of comfort and joy. This phrase reinforces the idea that happiness can be found in
life’s simplest moments, and something as small as a biscuit can make a big difference.

The second part, “A Little Julie’s, A Lot of Happiness,” highlights how even a small
act—such as sharing a pack of biscuits with a friend—can create warmth, connection, and joy. It
conveys the message that Julie’s biscuits are more than just food; they are a way to bring people
together and create lasting memories. The play on words between “a little” and “a lot” suggests
that while Julie’s biscuits may seem small, their impact is significant.

Together, these two phrases reinforce the emotional appeal of the brand, positioning
Julie’s biscuits as a staple for everyday happiness and meaningful connections.

Conclusion

This TVC is designed to go beyond traditional product advertising by telling a story that
is relatable, emotional, and authentic. By focusing on the daily experiences of university
students, the advertisement highlights how Julie’s biscuits naturally fit into real-life moments,
whether as a quick snack, a stress reliever, or a celebration treat. The use of emotional
storytelling helps establish a strong connection with the audience, making them feel that Julie’s
biscuits are more than just food. By the end of the TVC, viewers should walk away with a sense
of warmth and nostalgia, remembering Julie’s biscuits as the perfect companion for life’s
everyday experiences. Through this approach, the commercial ensures that the brand remains not
just in the minds of consumers but also in their hearts.
Three Column Script
Weekly production timeline
Draft Storyboard
References

1)​ Your Julie’s – Julie’s. (n.d.). https://julies.com.my/our-biscuits/

2)​ Julie’s Bekas Kuih Raya – GWP Redemption – Julie’s. (n.d.).

https://julies.com.my/hrp-2025-gwp-redemption/

3)​ Press Releases. (2024, November 12). Julie’s Celebrates Health & Wellness At Pokémon

Festival Fun Run. TRP.

https://www.therakyatpost.com/press-release/2024/11/11/julies-celebrates-health-wellnes

s-at-pokemon-festival-fun-run/

4)​ Pokémon Run x Julie’s Instagram Giveaway Terms and Conditions – Julie’s. (n.d.).

https://julies.com.my/pokemon-run-x-julies-instagram-giveaway-terms-and-conditions/

5)​ Julies Biscuits. (2024, March 23). RAYA 2024 | A Raya A.I.Dilfitri AD | [EN Subs] |

Julie’s Biscuits [Video]. YouTube. https://www.youtube.com/watch?v=jFyPHIV7GnA

6)​ Kredencecs. (2024, August 28). Julie’s Raya A.L.Dilfitri Ad 2024 - Kredence Creative

Solutions. Kredence Creative Solutions.

https://kredencecs.com/julies-raya-a-l-dilfitri-ad-2024/

7)​ Brand Story – Julie’s Brandmart. (n.d.). https://brandmart.julies.com.my/brand-story/

8)​ Admin, & Admin. (2024, August 29). Julie’s Biscuits is Out to Conquer The World –

Julie’s Manufacturing Sdn Bhd. MCMTC.

https://mcmtc.my/julies-biscuits-is-out-to-conquer-the-world-julies-manufacturing-sdn-b

hd/

9)​ Tan, J., & Tan, J. (2020, December 8). Julie’s Biscuits Is A Huge Global Name & We Bet

You Didn’t Even Know It Hails From Melaka. Vulcan Post.

https://vulcanpost.com/725243/julies-biscuits-malaysian-brand-history/
 TVC - Julie's
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