Polident has launched Polident Max Hold & Gum Protect in Malaysia and Singapore with a campaign via THE SHOUT GROUP, adapting its global campaign for local audiences.
“Polident Max Hold & Gum Protect is formulated to help cushion and protect gums while providing a more secure denture hold, helping users enjoy greater comfort and confidence throughout the day,” said James Sy, Brand Manager of Polident, Haleon Singapore.
“To launch the product, we needed advertising with a strong understanding of local audiences. THE SHOUT GROUP helped bring this to life in a way that felt relevant and authentic.”
The campaign centers on satay, a local food known for its chewy texture. The film follows senior chefs in a Malaysian kitchen who turn down food because of denture discomfort before discovering Polident Max Hold & Gum Protect with the help of Polident’s Cheeky Mouth character.
Syahriza Badron, Managing Director of THE SHOUT GROUP, said, “When adapting the campaign for local audiences, we wanted to ground it in experiences that would feel familiar and relatable.
“By focusing on everyday moments and foods that people genuinely enjoy, we were able to demonstrate the product benefits in a simple and effective way.”
The campaign was rolled out across Malaysia and Singapore through digital and social media channels in English, Bahasa Melayu and Mandarin.
Credits
HALEON SINGAPORE
Brand Director: Arvind Upadhyay
Brand Manager: James Sy
THE SHOUT GROUP
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Senior Art Director: Chong Woey Shin
Senior Copywriter: Amanda Wong
Copywriters: Zaffira Zakuan, Felice Phua
Brand Director: Kong Pooi Ling
Brand Manager: Kimberly Cheong
Production: Passion Multimedia
Film Director: Ismail Jamaludin
DOP: Praveen Kumar
Executive Producer: Adrian Lai
Producer: Amar Fhairuz
Production Assistant: Tisya Shah, Justine
Post House: Asia-Pacific Videolab
Producer: Chen Yoke Wah
Offline Editor: Jordan Goh
Online Artist: Soon Foon
Colorist: Safuan
Audio: Real Time Studios
Music Composer: Global Haleon
Producer: Evelyn Ang
Sound Engineer: Terry Ezekiel
Photography: Wala Wala Pictures
Producer: Ivy Ho
Photographer: Gerald Goh
DI Artist: Sam Max
