Julie’s Biscuits Taps into Malaysia’s Pickleball Scene for Creative Product Activation
Julie’s Biscuits, one of Malaysia’s leading pastry brands, is holding a four-day brand activation that started on 12 June 2025 and will last until 15 June 2025. The brand activation is happening at the Blue Concourse of Sunway Pyramid in Malaysia and is called #WhereFlavourMeetsYourGame.
The brand activation aims to introduce to the Malaysian public Julie’s Biscuits two new flavours—sweet chili cheese and sour cream and onion. But that’s not all. Julie’s Biscuits is specifically trying to appeal to Malaysia’s pickleball community as it has set up a pickleball right inside the mall so shoppers into the world’s fastest-rising sport can pick up a paddle and play right after tasting the two new flavours.
It’s a pretty neat combination, yes? Shoppers can get to try out delectable treats and then play pickleball in one fell swoop!
That, according to Julie’s Biscuits Director Tzy Horng Sai, is exactly what the brand had in mind in setting up the Julie’s-themed pickleball court. He said the company wanted to translate Julie’s two bold flavours into into a playful, tangible experience—and pickleball allows them to do just that.
“Pickleball, being vibrant, fast-growing, and inclusive across all age groups, felt like the perfect fit. It’s a little unexpected—just like the flavours themselves. What we’ve created is more than just a court—it’s a fully immersive setup complete with photo-worthy installations, flavour-inspired activities, and exciting giveaways. It’s a space for people to play, engage, and experience the Julie’s brand in a whole new way,” Sai told A+M.
Sai is definitely right in his assessment of pickleball. It really is a vibrant, fast-growing sport for all, with the action fast-paced, dynamic, and all sorts of unpredictable. No wonder Julie’s Biscuits has tapped into its immense appeal to introduce the brand’s new bold flavours. To grab a bit and take a swing, do pay a visit to the pickleball court Julie’s Biscuits put up at the Blue Concourse of Sunway Pyramid. The brand activation is still ongoing and will be up and running until Sunday, 15 June 2025.
