Inside Scoop has appointed GO Communications to lead public relations and communications for its “Rasa-rasa Malaysia” campaign.The campaign, launched in conjunction with Tourism Malaysia’s Visit Malaysia 2026 initiative, celebrates local flavours through a range of limited-edition ice cream creations. It was unveiled by Wizani Rosmin, senior director, management at Tourism Malaysia.“Rasa-rasa Malaysia” features six flavours inspired by different regions across the country. These include Johor’s Liberica coffee, Kelantan’s dark chocolate banana, Melaka’s dodol Musang King, Sarawak’s gula apong tiramisu, a chocomalt kaw dinosaur flavour representing Kuala Lumpur and Selangor, and a strawberry lemonade variant inspired by Pahang’s Cameron Highlands.According to Edmund Tan, co-founder of Inside Scoop, the campaign aims to position ice cream as a medium for storytelling and cultural connection, drawing on familiar tastes and local narratives.As part of its remit, GO Communications will support the campaign’s communications strategy and help amplify its narrative.The campaign also introduces experiential elements such as custom-designed packaging inspired by each state, along with a limited-edition “ice cream passport” and stamp rally mechanic to encourage in-store engagement.Running from April to May, the campaign will be available across Inside Scoop outlets nationwide.