Guardian Malaysia Celebrates the Struggles and Triumphs of the Journey to Self-Improvement
Guardian, Malaysia’s household name in health, beauty and personal care, has launched an ambitious new brand campaign with its newly appointed creative agency, FCB SHOUT of the Malaysian owned and operated advertising holding company: The Shout Group.
The campaign reveals a new tagline for the brand: Own Your Beautiful, which celebrates the entire journey of self-improvement that Malaysians go through, including their motivations, everyday struggles, their frustration and dedication, just as much as it celebrates the results.
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.”
The rebranding kicked off on 27 November 2024 with the special launch event held at Pavillion Bukit Bintang in the heart of Kuala Lumpur where the campaign’s new brand film ‘Another Beautiful Day in Malaysia’ was aired for the first time along with a first hand preview of the various brand visuals that will soon be featured on outdoor sites and in over 550 guardian outlets across the country.
Founded in 1994, guardian Malaysia is a retail chain that specialises in health and beauty products. Since its inception, it has grown to become one of the largest health, beauty and personal care giants in the country, offering a wide range of products including medications, personal care items, cosmetics, and health supplements. Its appointment of FCB SHOUT as its partner for the rebranding campaign signals the brand’s ambition to revitalise itself to be relevant to the current times and build a more robust portfolio for a new generation of customers.
Commenting on the appointment, Anna 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.”
Shaun Tay, co-owner and chief executive officer of The Shout Group, commented, “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.”
