Kuala Lumpur, Malaysia – Guardian, a retail chain specialising in health and beauty in Malaysia, has unveiled a new brand campaign with FCB SHOUT, a creative agency under The Shout Group.
With the new tagline ‘Own Your Beautiful,’ Guardian celebrates the process of Malaysians’ self-improvement, from motivations and struggles to outcomes.
The rebranding was accompanied by the new film ‘Another Beautiful Day in Malaysia,’ which aired for the first time during the launch at Pavillion Bukit Bintang in Kuala Lumpur.
New brand visuals are also set to be featured outdoors and on Guardian outlets in Malaysia.
Guardian Malaysia, recently appointed FCB SHOUT as its partner, which is part of its effort to become more relevant to its customers while adapting to modern times.
Anna Ng, marketing director of Guardian Malaysia, said, “People often think being beautiful is the end result, but we believe that the intention to be better and the effort we put into improvement is just as beautiful as the end result. And it’s not just about the external appearances of beauty either, the effort to be healthier and feel better about yourself is also a beautiful thing. That’s why we want to celebrate every Malaysian at every stage of their own self-improvement with this new campaign.”
Commenting on the appointment, Ng said, “To refresh a decades-old brand with a new narrative that is relevant to the times that we are living in, all while maintaining and even reinforcing the same brand values that have made guardian Malaysia so familiar to and loved by so many Malaysians over the last 5 decades, was truly a challenging and delicate balancing act. The agencies that participated in our pitch all had their positives, but in the end, FCB SHOUT came out on top because they demonstrated a very strong and purposeful idea that is based on an insight that both our existing loyal customers and the younger target audience that we aspire to connect with can relate to.”
“All of us at DFI Retail Group are extremely excited to have the team from FCB SHOUT on board with us for this milestone. They have been excellent partners for us in terms of strategy and creative support, and we believe that the campaigns emerging from this partnership will be the turning point for greater things to come for the guardian Malaysia brand,” Ng added.
“It’s amazing to be able to add guardian Malaysia to our ever-growing list of passionate clients and storied brands! The Shout Group and our agencies have always prided ourselves as true-blue brand-builders who have positively shaped the future of so many brands through our strategy and creative work, and this collaboration with guardian Malaysia allows us to continue flexing those muscles. Our entire team sees this campaign as just the beginning of our story with guardian Malaysia, because we are huge fans of how they’ve been sticking to their guns as an authentic challenger brand that isn’t afraid to shake up the industry,” Shaun Tay, co-owner and chief executive officer of The Shout Group, commented.
