KUALA LUMPUR, MALAYSIA — Guardian, Malaysia’s household name in health, beauty and personal care, has launched an ambitious new brand campaign with its newly appointed creative agency, FCB SHOUT of the Malaysian owned and operated advertising holding company: The Shout Group.
The campaign reveals a new tagline for the brand, “Own Your Beautiful,” which celebrates the entire journey of self-improvement that Malaysians go through, including their motivations, everyday struggles, their frustration and dedication, just as much as it celebrates the results.
Anna Ng, Marketing Director of Guardian Malaysia, said, “People often think being beautiful is the end result, but we believe that the intention to be better and the effort we put into improvement is just as beautiful as the end result. And it’s not just about the external appearances of beauty either, the effort to be healthier and feel better about yourself is also a beautiful thing. That’s why we want to celebrate every Malaysian at every stage of their own self-improvement with this new campaign.”
The rebranding kicked off on November 27, 2024 with the special launch event held at Pavillion Bukit Bintang in the heart of Kuala Lumpur where the campaign’s new brand film ‘Another Beautiful Day in Malaysia’ was aired for the first time along with a first hand preview of the various brand visuals that will soon be featured on outdoor sites and in over 550 guardian outlets across the country.
Founded in 1994, Guardian Malaysia is a retail chain that specializes in health and beauty products. Since its inception, it has grown to become one of the largest health, beauty and personal care giants in the country, offering a wide range of products including medications, personal care items, cosmetics, and health supplements. Its appointment of FCB SHOUT as its partner for the rebranding campaign signals the brand’s ambition to revitalize itself to be relevant to the current times and build a more robust portfolio for a new generation of customers.
guardian Malaysia
Commenting on the appointment, Anna said, “To refresh a decades-old brand with a new narrative that is relevant to the times that we are living in, all while maintaining and even reinforcing the same brand values that have made guardian Malaysia so familiar to and loved by so many Malaysians over the last five decades, was truly a challenging and delicate balancing act. The agencies that participated in our pitch all had their positives, but in the end, FCB SHOUT came out on top because they demonstrated a very strong and purposeful idea that is based on an insight that both our existing loyal customers and the younger target audience that we aspire to connect with can relate to. All of us at DFI Retail Group are extremely excited to have the team from FCB SHOUT on board with us for this milestone. They have been excellent partners for us in terms of strategy and creative support, and we believe that the campaigns emerging from this partnership will be the turning point for greater things to come for the Guardian Malaysia brand.”
Executive Officer of The Shout Group
Shaun Tay, Co-owner and Chief Executive Officer of The Shout Group, commented, “It’s amazing to be able to add guardian Malaysia to our ever-growing list of passionate clients and storied brands! The Shout Group and our agencies have always prided ourselves as true-blue brand-builders who have positively shaped the future of so many brands through our strategy and creative work, and this collaboration with guardian Malaysia allows us to continue flexing those muscles. Our entire team sees this campaign as just the beginning of our story with guardian Malaysia, because we are huge fans of how they’ve been sticking to their guns as an authentic challenger brand that isn’t afraid to shake up the industry.”
Credits:
guardian Malaysia
Managing Director: Priscilla Wu
Marketing Director: Anna Ng
Senior Manager, Brand & Trade Marketing: Michelle Yeap
FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Wang Ie Tjer
Creative Director: Boon Chuan Suah
Creative Group Head: Raphy Castellano
Creative Strategist: Mandy Chock
Art Director: Chiu Wai Ming
Copywriter: Lee Sin Nee
Senior Designer: Clovis
Designer: Elynn Chong, Zoe Low, Wong Zhan Wen
Vernacular Writers: Sal Abdul Malik, Felice Puah
Senior Producer: Cheong Wai Leng, Amin Taib
Brand Director: Kong Pooi Ling
Brand Manager: Richie Chan
Project Executive: Chuah Di Kye
Production House: D Moving Pictures
Director: Dick Chua
DOP: Jordan Chiam
Producer: Jocny Lai
Post House: APV
Offline Artist: GK
Online Artist: Aznir Halid
Colourist: Lee Jia Sheng
Audio House: Real Time Studios
Engineer: Terry Chong
Producer: Evelyn Ang, Jennifer Yiew
Photography Studio: Wala Wala Pictures
Producer: Joey Wong
Photographer: Gerald Goh
DI Artist: Simon Ong
