Fresh & White brings back iconic 90s polar bear with a refreshed look this Hari Raya

Toothpaste brand Fresh & White has returned with its iconic polar bear with creative agency Muma Malaysia giving the mascot a modern-day treatment with a 3D animated film featuring a family of polar bears celebrating the upcoming festive season.

The mascot has long been associated with the brand since its debut back in the 90s. Despite taking a break for a few years, consumer research has shown that there is strong recall of the polar bear image and its association with the brand's selling points. 

The storyline of the film itself revolves around a family's typical day at home ahead of the Hari Raya Aidilfitri celebrations with a humorous twist wherein daddy bear’s minty fresh breath saves the day from junior’s playful antics.

Don't miss: Mamee Chef releases Hari Raya film with stars Sheila Majid and Kugiran Masdo

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.”

Choo added that Muma wanted its 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,” Choo shared.

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

Deenie Ong, senior marketing manager for Oral Care, Southern Lion 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.”  

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.”

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

A+M has reached for more information. 

Recently, Mamee Chef also released its Hari Raya film of the season starring brand ambassador Sheila Majid and guest star Kugiran Masdo. In the film, Mamee Chef focuses on its two new special flavours for the year, lontong and rendang, and shows how it can fuel an fun and exciting Raya this year. ‘Sinaran Syawal’ by Mamee Cheff also bestows blessings to Malaysians this Raya, as the self-titled song implies a bright Syawal celebration.The title of the song also plays on the popularity of Sheila Majid’s ‘Sinaran’, known as one of her signature songs since the 80’s.

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