Polident says cheese as it takes its global campaign local

Polident has rolled out its "Max hold & gum protect" campaign across Malaysia and Singapore, with Malaysian agency THE SHOUT GROUP tasked with localising the global campaign around familiar food, settings and talent.

Building on the brand's global “If your mouth could talk, it would ask for Polident” platform, the campaign aims to make the product more relatable to local denture wearers by tapping into everyday eating occasions.

At the centre of the campaign is satay, a local favourite known for its chewy texture. The campaign film follows senior chefs in a Malaysian kitchen who turn down food because of denture discomfort, before Polident’s signature 'Cheeky mouth' character introduces them to Max hold & gum protect.

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The product is positioned as helping denture wearers enjoy their favourite foods more comfortably, with the campaign highlighting its ability to cushion and protect gums while providing a more secure denture hold. 

The campaign is rolling out across Malaysia and Singapore via digital and social media in three languages (English, Bahasa Melayu and Mandarin). It is developed by THE SHOUT GROUP, with Passion Multimedia handling production, Asia Pacific Videolab on post-production, Real Time Studios on audio and Wala Wala Pictures on photography.

James Sy, brand manager of Polident, Haleon Singapore, said, “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."

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 local adaptation also reflects Polident’s broader hyperlocal marketing approach in Southeast Asia, where Haleon has sought to tailor its campaigns to the cultural nuances and needs of individual markets rather than apply a single regional formula.In previous campaigns, the brand has used market-specific partnerships, community initiatives and local insights to address different barriers around denture care, while maintaining a consistent focus on confidence, dignity and quality of life.

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