Kuala Lumpur, Malaysia – TBWA\Kuala Lumpur has partnered with Bask Bear on a daring endeavour – to rebrand their whole identity and launch a new mascot who brings life and meaning to their motto, ‘Taste the Confidence.’
With over 150 outlets across Malaysia and 500,000 app members, Bask Bear is as loved and accessible as the big players in the market, both online and offline. But they wanted to do something bold and distinctive to edge out the competition.
The rebrand was designed to reinforce the flavour and delight experienced in every bite and sip. Bask Bear needed a distinctive character to convey this message to the masses. And so, Brader BLE was born, drawing inspiration from the brand’s existing logo featuring the Malayan Sun Bear.
Despite being the smallest species of bear, it has the longest tongue in the bear family and can stretch its tongue 20-25 centimetres long. This ability of its comically long tongue is one that exudes ultimate confidence.
Starting with in-store murals and canvases of Brader BLE quotes, paired with retail packaging and in-store makeovers that taught customers how to B.L.E (Bite, Lick, Enjoy), Bask Bear set out to have as many eyeballs on the new campaign as possible.
Launching it with a catchy music video featuring Brader BLE as the hero, Brader BLE defeats the enemy of confidence, “Fear”, with a twirl of his elastic tongue while twerking and dabbing to the beat.
Tay Kai Wei, head of brand at Bask Bear, said, “B.L.E is my eating ritual when I’m slurping and enjoying toasties and a good cup of coffee. It stands for ‘Bite, Lick, Enjoy’. Just three steps! Super easy to remember.”
