In Singapore’s fast-moving snack landscape where new products enter the market almost daily and consumer attention is increasingly fragmented, standing out has become a significant challenge for any emerging brand. Brice, a premium wholegrain rice puff snack brand from Malaysia, entered the Singapore market as a baked, better-for-you alternative to traditional fried snacks.
As a relatively new entrant in a highly competitive, low-involvement category, the challenge extended beyond product introduction. It was about establishing relevance in a space where flavour drives choice, health-led positioning alone struggles to differentiate, and brand loyalty is fleeting. In this environment, traditional campaign bursts were no longer sufficient to sustain attention or build lasting recall for a new entrant.
Recognising this, Mashwire shifted Brice’s marketing approach from short-term visibility to sustained presence. This ensured Brice remained present beyond launch moments and into everyday discovery.
Snacking Is a Ritual, Not a Brand Choice
This shift was grounded in a key consumer insight distilled from research gathered through 4SightsIntel - Mashwire’s intelligence arm focused on behavioural insights and trend forecasting: while snackers may not remain loyal to specific brands, they are highly consistent in the behaviours that define their snacking moments.
Across categories, consumption is anchored in familiar sensory rituals. This led to the creation of Brice’s “Rustle, Tear, Crunch” ritual, encapsulating the full experience of the snack - from the rustle of the packaging, to the tear, the crunch, and the burst of flavour that follows.
These cues extend beyond taste. They function as sensory anchors that create familiarity, comfort, and a brief mental escape. In this sense, snacking is less about the product itself and more about the repeatable ritual around it - a behaviour that is highly conducive to memory and recall. Importantly, this ritual also became the foundation for how KOL content was shaped within the always-on seeding strategy.
Turning Word-of-Mouth into an Always-on Engine
Building on this insight, Brice’s launch strategy moved away from traditional, campaign-based influencer bursts toward an always-on word-of-mouth system. Instead of activating KOLs in isolated phases, a continuous blindseeding approach was implemented monthly to maintain visibility, build familiarity, and compound awareness over time through repeated, authentic exposure across multiple touchpoints.
To ensure consistency across this sustained rollout, all influencer content was anchored in the “Rustle, Tear, Crunch” ritual. Rather than positioning KOLs as product reviewers, they were guided to frame their content around this sensory journey. Each post mirrored the same behavioural sequence, transforming a simple tasting moment into a recognisable and repeatable brand cue snackers appreciate.
Over time, repetition across creators reinforced this sensory language, strengthening mental availability and ensuring Brice was consistently associated with a distinct experience, rather than just a product.
From Social Proof to Measurable Impact
The always-on approach generated a steady stream of high-quality content across Instagram stories, reels, and carousels, significantly expanding Brice’s visibility and social presence. It also built a strong library of user-generated content (UGC) that could be repurposed for social media, extending the value of each seeding wave.
Select UGC compilations were further amplified through paid media, delivering the highest click-through rate and strong cost efficiency performance. This reinforced the role of social proof in converting attention into action - repeated exposure to multiple creators trying the product helped build trust, reduce hesitation, and drive more intentional traffic to Brice’s e-commerce store compared to evergreen content.
Consumer reactions mirrored this sentiment, with audiences expressing curiosity, excitement, and strong intent to try the product. Comments frequently referenced flavour appeal, crunch experience, and festive suitability, showing that the content successfully translated product attributes into relatable consumption moments. Increasing engagement across successive waves further indicated growing familiarity and consideration for Brice.
KOL and consumer responses were consistently positive. Creators highlighted the interactive unboxing experience, flavour variety, and Brice’s “baked not fried” positioning, with many naturally incorporating the “Rustle, Tear, Crunch” ritual into their content.
The Power of Sustained Word-of-Mouth
Brice’s launch in Singapore demonstrates that in today’s saturated and fast-moving consumer landscape, brand building is no longer driven by a single viral moment or short-term campaign burst. Instead, sustained visibility, repeated exposure, and authentic social proof play a far greater role in shaping familiarity and influencing consideration over time. This is especially relevant in Southeast Asia, where 75% of consumers trust influencers more than traditional advertisements, making creator-led storytelling a critical driver of credibility and discovery.
By combining an always-on blindseeding approach with a consistent ritual-led content framework, Brice transformed everyday snacking moments into repeatable brand cues. More importantly, it shows how word-of-mouth can evolve from isolated influencer activity into a continuous brand-building system that compounds awareness, trust, and engagement over time.
For emerging brands in competitive categories, consistency often matters more than intensity, making the difference between being briefly seen and being meaningfully remembered. If you’re looking to build stronger awareness and lasting consumer recall for your brand, connect with us to explore tailored, insight-led campaigns designed to spark conversations that resonate.
June 2026
