Juniper
(From left) Ms. Leaw Wan Pei – Area Manager Southeast Asia of Loacker, Ms. Melissa Tan – Deputy General Manager of GBA Corporation Sdn. Bhd., Ms. Sue Chye – Business Development Manager of GBA Corporation Sdn. Bhd., and Mr. Lee Lin Sheng – Product Manager of GBA Corporation Sdn. Bhd. at the Loacker 100 Years Celebration of Pure Goodness Media Event
This year, Loacker proudly celebrates its 100th anniversary, marking a century since Alfons Loacker introduced the world to the first Bolzano wafer in the heart of the Italian Alps, pioneering the modern wafer category. From a humble pastry workshop nestled 1,000 meters above sea level, Loacker has grown into a global symbol of purity, craftsmanship, and indulgence – delighting consumers in over 110 countries, including Malaysia.
To commemorate this historic milestone, Loacker Malaysia is thrilled to unveil a nationwide centennial campaign themed “Celebrating a Century of Pure Goodness” with a series of strategic activations to reinforce its position as the premium wafer brand in the country. The campaign not only honors Loacker’s deep-rooted legacy but also reaffirms the brand’s unwavering commitment to quality, sustainability, and innovation.
A Heritage Forged in the Alps
Since 1925, Loacker has remained true to its origins – crafting wafers and chocolate specialties using 100% natural ingredients, with no added flavourings, colours, preservatives, or hydrogenated fats. Every bite reflects a passion passed down through generations, using only premium ingredients: Italian hazelnuts from its own orchards, Non-GMO Alpine milk from South Tyrol, Bourbon vanilla from Madagascar, and cocoa from Ecuador and Côte d’Ivoire.
Juan Pablo Carriquiry, APAC Business Director, Loacker Italy shares, “As we celebrate 100 years of Loacker, we are deeply grateful for the enduring love and trust shown by our fans in Malaysia. This beautiful country has embraced our wafers not just as snacks, but as part of everyday joyful moments shared among families and friends. Malaysia reflects the very values we hold dear—family, quality, and authenticity. As we look ahead to the next century, we remain committed to delivering natural goodness crafted with care, and to strengthening the bonds that connect our Alpine roots to hearts around the world.”
Celebrating the Malaysian Way
Loacker’s 100th anniversary will be brought to life through an immersive on-ground event at 1 Utama Shopping Centre from 1st to 6th July 2025. The event features a vibrant blend of interactive activities, exclusive products, and attractive premiums.
Visitors can explore engaging experiences like the WePostWeCare postcard station – where personalized messages can be sent worldwide free of charge – and enjoy games such as Memory Flip, Interactive Hopscotch and a Puzzle Challenge, designed specially for children. A stunning 2D Dolomites-themed backdrop invites guests to snap photos. Fans can also indulge in exclusive event-only SKUs like the Napolitaner Crispy Spread, Loackini chocolates and Quadratini Matcha, among others.
Redemptions include Loacker premium socks with a minimum RM18 purchase, and a limited-edition Loacker cabin luggage for those spending RM200 or more* – alongside draws at the Gashapon & Handwind Chamber offering fun merchandise like pillows, tumblers and puzzles*. A special collaboration with HWC Coffee adds a flavourful touch, with free handcrafted coffee offered with purchases above RM80*.
Through influencer engagement and surprise activations, the campaign reinforces Loacker’s bond with Malaysian consumers – celebrating 100 years of pure goodness in a way that’s as joyful and heartfelt as the wafers themselves.
Sustainable Indulgence, Now and Always
Loacker’s centenary also reflects its forward-looking vision. The brand continues to invest in sustainable sourcing, recyclable packaging, and ethical farming practices – reinforcing trust and ensuring that Goodness is a choice Malaysians can make for generations to come.
“Loacker’s 100th anniversary is not just a celebration of our past, but a reaffirmation of our promise to deliver pure goodness for generations to come. Through this campaign, we hope to bring joy and quality indulgence to Malaysian families, while remaining true to our roots in the Italian Alps.” shared Ms. Melissa Tan, Deputy General Manager of GBA Corporation Sdn. Bhd.
For the latest updates, product news, and exclusive promotions, follow Loacker Malaysia on Instagram (@loacker_malaysia), Facebook (Loacker Malaysia), or visit our official website at www.loacker.com.
