Julie’s Biscuits turns heads with the launch of the Limited-Edition Charm Clutch
This fashion-meets-food creation celebrates indulgence, elegance, and a playful spirit.
DANIAL HAKIM
Since its debut, Julie’s Charm biscuit has carved a niche for itself as a go-to indulgence for refined palates.
Now, the beloved bite-sized treat is getting a fashionable new companion, the Charm Clutch, a velvet-textured handbag that mimics the luxurious aesthetics of the biscuit it’s named after.
“Charm was designed for the modern palate — indulgent yet refined. Two years on, it has grown into more than just a biscuit; it’s become part of our consumers’ daily rituals.
“The Charm Velvet Clutch is our way of honouring that connection, by transforming a beloved snack into a fashion statement that speaks to style, playfulness, and the little luxuries we live for,” Julie’s Biscuits director Tzy Horng Sai said.
Function meets fashion
Far from being just a gimmick, the Charm Clutch is both a stylish accessory and a practical item.
Its plush design mirrors the deep, rich chocolate tones of the biscuit, crafted with a soft, velvety finish that oozes sophistication. Available exclusively as a gift-with-purchase, customers can redeem one Charm Clutch by buying any two packs of Charm Biscuits, of 172g, from May 1–31 2025, while stocks last.
Making a scene — Guerilla style
To kick off the campaign with flair, Julie’s staged a guerilla marketing activation at Pavilion Kuala Lumpur. A sharply dressed bodyguard reminiscent of those featured in the “Kingsman” movies, stood guard over a display of the Charm Clutch, reminiscent of a high-end jewellery showcase.
The creative and luxurious spectacle stopped shoppers in their tracks, sparking curiosity and social media buzz, a moment appreciated by GOVT Singapore executive creative director, Kevin Poh, the agency behind the campaign.
“When it comes to GWPs (Gifts with Purchase), it’s usually a cookie-cutter affair, pun intended.
“So instead of handing out a coupon or stopping just at shelf-talkers, we decided to turn the giveaway into an even bigger deal—by staging it like you would a high-end diamond piece right in the heart of KL’s shopping district. Which is an apt way to create talkability and inject a sense of taste to a category that’s all about it,” he said.
Julie’s isn’t just stopping the Charm train at Pavilion KL as from May 1–14 , pop-up booths will appear at selected TF Value-Mart outlets, and from May 8–21, at participating AEON stores.
These activations will feature weekend appearances by the now-iconic bodyguards, free balloons for children, and of course, the chance to redeem the coveted Charm Clutch.
To find a participating location, visit Julie’s campaign page online.
More than just a biscuit
Julie’s Charm Biscuits are available in two rich flavours — Double Chocolate and Tiramisu — and are packaged for convenience in eight individual twin-packs.
Perfect for on-the-go snacking, tea pairing, or even as dessert ingredients, these biscuits have become a staple for fans looking for bite-sized luxury.
Shoppers can get their hands on the Charm Clutch by purchasing two packs of Charm Biscuits through Julie’s official e-commerce stores on Shopee, Lazada, PG Mall, and TikTok. In-store redemptions are available at AEON Group and TF Value-Mart outlets in West Malaysia only.
To keep up with Julie’s latest campaigns, promotions, and events, visit their official website, or follow them on Facebook at facebook.com/JuliesBiscuits and Instagram at instagram.com/juliesbiscuits.
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