Nufresh and ODD Flip Singapore’s ‘Chope’ Culture Into a Content-First Hygiene Campaign
In Singapore, tissue packs mark territory. This time, they sparked a conversation.
Nufresh, in partnership with boutique creative agency ODD, turned the nation’s iconic ‘chope’ behaviour into a bold, scroll-stopping on-ground activation. Over two days, tables at Maxwell and Amoy Food Centres were “chope-d” using Nufresh Food-Safe Wipes, disguised to look like typical tissue packets Singaporeans leave behind to save their seats. The twist? Each pack was an invitation to “wipe before you makan.”
Reactions were captured on hidden cameras and seeded on social media by influencers Cordelia and Jeremy, generating authentic buzz and share-worthy content. The campaign doubled as a product education moment, highlighting Nufresh’s key benefits: food-grade formulation, rinse-free, alcohol-free, gentle on skin, and safe enough even for pacifiers and utensils.
David Chong, Marketing Manager at Kleen-Pak, shared:
“Singaporeans are used to seeing tissues on tables. We wanted to flip that expectation and use it to spark a conversation about everyday hygiene. With Nufresh, it’s not just about staying clean, it’s about making it second nature. This activation let us bring that message to life in a way that felt local, fun, and real.”
Beyond the surprise factor, the stunt was built for commerce. QR codes on packs led directly to Kleen-Park official store on Shopee, where users could redeem a 40 percent discount. The campaign blurred the line between product trial, branded content, and conversion.
“We wanted to show up where the habit already exists, not disrupt it but redirect it,” said Naresh Kumar, Creative Partner at ODD. “Instead of preaching hygiene, we let culture lead.”
With Nufresh positioning itself as the brand that makes wiping before eating simple, local, and even fun, this activation proves that in Singapore, a tissue pack can do more than save your seat. It can change habits.
In addition to the on-ground activation, Nufresh also launched a TikTok voice-controlled AR game to promote its new Cooling Body Wipes. The game stars Snowy, a lovable snowman mascot who’s trying to survive Singapore’s relentless heat. Users are challenged to keep Snowy from melting, a playful way to mirror the refreshing effect of the wipes. The game encourages user-generated content and offers participants a chance to win prizes, including a staycation at Mandai Rainforest Resort by Banyan Tree.
