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You might be wondering who this John Lemmonn is. Well, please don’t assume the name is a typo of the infamous John Lennon. This is the nickname of the Hausboom founder, Azri Zahier Azmi and his success stories are what you will be reading next.
If you walk into any Malaysian convenience store or petrol station, you will almost surely find the fruity sparkling beverage named ‘Hausboom’ on the shelves alongside larger and international brands.
The drink, a clever play on the word "Haus," which translates to "thirsty" in Malay, is available in over 10,000 outlets across the country, including 7-Eleven, myNEWS, Petronas Mesra stores, as well as cafes and restaurants.
What distinguishes Hausboom's strategy is that it prioritises international sales before entering the Malaysian market. Sounds interesting, right?
It all started when he was sitting in a cafe in Saudi Arabia and noticed that everyone around him was drinking fizzy drinks. He noticed that the fizzy drinks were not local beverages or even ones made elsewhere in the Gulf. They were from Thailand.
On returning home, he began to wonder why Malaysia, the world's halal hub, couldn't produce this type of drink. When he first started, he had many critics. For this guy, he has been telling everyone that Hausboom is more than just a drink, it's a lifestyle.
Azri appears unstoppable, with his sights set on making Hausboom more than just a beverage company. That's why Hausboom has so much merchandise such as t-shirts, skateboard decks, and even motor helmets that are customized for the brand.
The founder is also inspired by Pepsi, Coca-Cola, and Nestle, three of the world's most valuable FMCG brands. Hausboom is also known as Southeast Asia’s Fastest-Growing Beverage Brand and has received recognition from prestigious awards.
According to Hausboom founder’s interview with Astro Awani, Azri did mention that he entered this line of work knowing that Hausboom has no limitations. He also believes that what makes him succeed at such a young age is because of sacrifices and long nights at the office to get him to where he is today.
He faced a financial loss in the first two quarters after reducing the retail price from RM8 to half after its launch, but the strategy worked in his favour to gain market share. Hausboom, on the other hand, was profitable by the end of its first year of operation.
When Hausboom first launched in Malaysia, Azri enlisted the help of friends and celebrities to generate "hype" around the brand by using influencer marketing using local celebrities.
One marketing strategy involves sending boxes of Hausboom to celebrities, who will then serve Azri's products to their guests at events and at their homes. Azri and his team also attended events, weddings, and car boot sales, and designed custom labels for Hausboom for celebrity weddings in order to spread the word about the brand. Hausboom also implemented innovative and cost-effective marketing campaigns that made use of social media influencers and augmented reality packaging.
As Hausboom is a lifestyle brand, recently they are collaborating with Art of Speed Malaysia, the largest automotive lifestyle event in South East Asia. Other than releasing limited edition product lines for the event, they also promote local musicians. Hausboom sponsored and participated in a variety of events. They supported concerts such as Big4 Malaysia's Hujan and Masdo, The Wknd Session's Buka Panggung, and ATAS Big Jan Album Tour Vol 1 and 2. They also promoted the Abang Misai KAPOW Tour, the Iqbal M Album Launch, the Freedom Festival, and the Southern Collision Festival.
Now, Hausboom already marketed its product lines to European, Southeast Asia and Arab regions.
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