Muma breathes new life into Fresh & White’s iconic polar bear with refreshing modern interpretation in latest Raya campaign

Fresh & White celebrates the upcoming festive season with the return of its iconic polar bear which has long been associated with the brand since its debut back in the 90s.

Despite taking a break for a few years, consumer research show that there is strong recall of the polar bear image and its association with the whitening properties and fresh breath promise of the brand.

Muma Malaysia gives the popular mascot a modern-day treatment with a 3D animation film of a family of polar bears.

The storyline revolves around a family’s typical day at home ahead of the Hari Raya Aidilfitri celebrations with a humorous twist where Daddy Bear’s minty fresh breath saves the day from Junior’s playful antics.

The team was tasked to build brand love and relevance with the grassroot Malays through a Raya campaign.

This year’s celebration is expected to be more joyous following the cautious celebrations of the previous years during the pandemic and recovery period, and the brand is taking the opportunity to share the good times with their consumers.

Muma co-founder and creative partner, Choo Chee Wee said, “The pandemic years have sort of reset our values in life and many have come to appreciate the simple things that makes us happy – a loving family, mother’s good food and a child’s delighted laughter – and we wanted our 20-second film to depict this newfound appreciation thus the introduction of a family of polar bears for the very first time in the brand’s history in Malaysia and a storyline to reflect these new values.”

“We want the storyline to resonate with the Malay audience with its authenticity while the return of the brand’s popular polar bear – now with a family – will add a touch of comedy and lighthearted humour to bring heartfelt smiles all around. The 3D treatment in the Fresh & White film is a modern take to bring the bears to life,” added Choo.

The film is not the only touch point as the campaign will also see adorable festive greeting stickers of the polar bears in addition to a ‘Buy & Win’ contest where consumers can be rewarded with a Vespa scooter and Dyson products.

Deenie Ong, Senior Marketing Manager for Oral Care, Southern Lion Sdn Bhd said, “We want to encourage good oral health among Malaysian families with high quality products using Japanese formulation, while celebrating life’s simple happiness with our consumers through special discounts and promotions during this festive season.”

The Raya campaign is Muma’s first project for Southern Lion since acquiring the Japanese FMCG company’s total oral care business in January 2023.

Ong added, “As an established agency with proven track record in creativity and thinking out of the box, we believe that Muma will be a great partner to bring exciting and refreshing communications for our oral care brands.”

Muma Malaysia was established in 2018 by Choo Chee Wee and Pang Li Li who have four decades of experience behind them working in international agencies in Malaysia and in agencies around Asia.

Last year, the independent agency won ‘The Golden Kancil’ at the PETRONAS Kancil Awards and ‘Agency Of The Year’ at both the Spikes Asia and ADFEST Lotus Awards.

Fresh & White Raya Campaign Team:

Creative Partner: Choo Chee Wee
Creative Director: Kevin Teh
Art Director: Kong Wai Yi
Designer: Amy Ting
Motion Graphic: Hon Khai Yin
Copywriter: Vincent Chew
Brand Manager: Calista Rajendran