Skincare and cheese tarts: odd couple or genius pairing?

Bioré Malaysia and Hokkaido Baked Cheese Tart are looking to make heads turn with their unlikely cross-category collaboration, where skincare meets dessert. The two brands are launching "Joyful bites & sunny delights", a campaign that pairs sun protection with sweet treats.

Developed by THE SHOUT GROUP (FCB SHOUT), the initiative, which will run from 15 February to 31 March 2026, aims to kickstart the year with positivity while reminding Malaysians that sun care isn’t just for the beach, but also for everyday life.

Built on the insight that UV damage often goes unnoticed until it’s too late, the campaign integrates sun protection into everyday social routines. Whether out exploring the city, celebrating the festive season, or catching up over dessert, Bioré positions its sunscreen as a natural companion to life’s joyful moments. To make the message tangible, the campaign features Hokkaido Baked Cheese Tart’s new Pistachio Kunafa Baked Cheese Tart, creating a playful yet meaningful bridge between indulgence and sun care.

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“Sun care isn’t just for the beach. It’s for real life,” said Tan Poh Ling, marketing VP at Kao Malaysia. “At the beginning of the year, people are out more than ever, reconnecting socially and forming new habits. This collaboration with Hokkaido Baked Cheese Tart makes perfect sense because it places sun protection right where people already are, in moments of joy and togetherness.”

Ryan Chung, marketing manager at Hokkaido Baked Cheese Tart, added, “This partnership gave us a fresh and exciting platform to showcase our newly launched Pistachio Kunafa Baked Cheese Tart. "Joyful bites & sunny delights" brings both brands together to offer something truly special, a sweet treat for the inside and sun care for the outside.”

The campaign is activated through a two-way retail journey: customers who purchase the Pistachio Kunafa Cheese Tart at Hokkaido Baked Cheese Tart outlets receive a RM5 Watsons voucher and a Bioré UV sample. Conversely, shoppers who buy selected Bioré sunscreens at Watsons can redeem a 'Buy 3 free 1' tart deal at Hokkaido Baked Cheese Tart outlets.

Loong Sheng Mae, group brand director of THE SHOUT GROUP (FCB SHOUT), highlighted the campaign’s creative insight: “At first glance, sunscreen and cheese tarts don’t feel like an obvious pairing, but both brands champion the same thing: helping people enjoy life more fully, confidently, and without worry. That shared mindset became the foundation of this idea."

Recently, the marketing world has not been short of branded collaborations and partnerships. Some commonly seen tie-ups were seen between brands and IPs. For example, CHAGEE celebrated the holidays with a playful collaboration featuring Sanrio’s Tanned Hello Kitty, inviting fans to pause, reconnect, and enjoy moments of warmth this festive season.

Meanwhile, McDonald’s Malaysia gave fans a reason to power up last year with a Dragon Ball-themed twist on its beloved Samurai Burger. The fast-food giant has launched a limited-edition and localised campaign, combining the love for the anime with Malaysians’ favourite comfort food, offering exclusive Dragon Ball packaging and collectible cards.

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