Ensure Gold flips the script on aging with real-life strength heroes

Nutritional supplement brand Ensure Gold has launched a new campaign titled “Strength heroes”, spotlighting everyday Malaysians who continue to live boldly and passionately regardless of age. Created in partnership with TBWA\KL, the campaign builds on the brand’s “Own your strength” message and aims to shift how aging is portrayed in the adult nutrition category.

At the heart of the campaign are three real-life individuals who have become icons in their own communities. Featured in the content series are 65-year-old traditional Malay dance instructor Koo Soo Ming, 49-year-old professional skateboarder Pa’din Musa, and 76-year-old digital creator Ahma alongside her grandson Alvin.

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Each 'strength hero' shares a story of resilience and passion, showcasing how strength continues to fuel their lives and inspire those around them. The campaign moves away from the typical portrayals of aging adults often seen in nutrition advertising. Instead of relying on generic visuals of seniors in serene settings, the creative strategy highlights active, expressive individuals who defy age-related expectations.

Beyond the films, the campaign also expands into a broader brand experience. This includes a user-generated content contest encouraging Malaysians to share their own 'strength stories' for a chance to win Decathlon vouchers.

Selected on-ground locations are offering free muscle screening with a simple 'muscle age' calculator, encouraging the public to better understand and maintain their muscle health. At the retail level, Ensure Gold is rolling out trade point-of-sale materials to reinforce its “Own your strength” messaging.

The campaign runs across Facebook, YouTube, and point-of-sale channels, with additional reach through the featured individuals’ own social platforms. The initiative aims not only to promote Ensure Gold as a product, but also to position it as a platform that supports and celebrates active aging in Malaysia.

“This is not your typical adult nutrition campaign and that is entirely the point,” said Wong Weng Sing, marketing manager at Ensure Gold. “Today’s aging adults do not relate to traditional portrayals. They are active, online and still pursuing their passions. With the right nutritional support, we believe Malaysians can continue thriving at every stage of life.”

“Aging isn’t about slowing down, it’s about unlocking new possibilities. At Ensure Gold, we believe that with the right nutritional support, Malaysians can stay strong, active, and passionate at every stage of life. Our goal is to empower individuals to embrace aging with confidence and continue thriving in everything they love to do," added Wong.

By 2035, 15% of Malaysia’s population will be aged 65 and above, making it crucial for brands to rethink how they engage with older adults. With its 'strength fuels passion' platform, Ensure Gold shifts away from outdated stereotypes to empower aging Malaysians to reclaim their narrative and show up with purpose.

The team at TBWA\KL echoed this sentiment. “Our creative process began with one question: what does strength actually look like in real life? We looked at culture and found real Malaysians who are already owning their strength. Our role was to amplify their stories,” said the agency's creative group head Alyafarah Zainudin.

The nutritional supplement brand selected its strength heroes based on the idea that strength fuels passion, seeking out individuals who defy conventional expectations and are respected within their communities. The journey began last year when Ensure Gold released a short Chinese language video campaign with the title "Strength fuels passion", highlighting real senior's hopes and desires which motivate them to maintain their health and strength.

Following that, it began profiling figures such as Melvin Chan, a third-generation baker preserving family tradition, and Terri Loh, a cheongsam tailor who represents timeless craftsmanship in conjunction with Chinese New Year. Ensure Gold also released recipe videos for the festive season featuring grandson and grandmother influencer duo Ahma & Alvin.

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