TBWA\Kuala Lumpur creates new mascot and branding for Malaysian favourite, Bask Bear
TBWA\Kuala Lumpur has partnered with Bask Bear on a 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.
Tay Kai Wei, Head of Brand at Bask Bear, translates this best, saying: “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.”
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.
Since Bask Bear’s brand refresh in May, the company has seen remarkable growth of 30% in sales, with brand mentions surging by 67%. This momentum has been further fuelled by the expansion of their menu to include burgers and chicken tenders, which has ignited a viral debate online. Reviews from KOLs have generated mixed opinions but have led to a staggering 400% increase in brand mentions in July.
In total, the new brand campaign from Bask Bear and TBWA\Kuala Lumpur has generated a total of 10.4 million impressions in a month with their DOOH placements in Kuala Lumpur, Petaling Jaya, and Penang.
All this momentum has helped bring Bask Bear closer to their goal of becoming a Top 3 coffee player in Malaysia, even exceeding their new menu items uptake by 275%.
Bryan Loo, Founder and CEO of Bask Bear’s parent company Loob Holding, said: “Brader BLE is the icon we are trying to build here, to excite, relate and engage with young drinkers. Our soul is in Brader BLE.” taken from Astro Awani “Jiwa SME” interview.”
Credits
Bask Bear
Bryan Loo – Chief Executive Officer
Tay Kai Wei – Marketing Manager
Vern Cheah – Assistant Brand Manager
Engku Nurul Jannah – Assistant Brand Manager
Selene Tan – Brand Executive
Jeremy Tai – Creative Director
Elaine Mun – Art Director
TBWA\Malaysia
Yee Hui Tsin – Chief Executive Officer
Yee Wai Khuen – Chief Creative Officer
Mo Nazmi – Creative Director
Fadhil Samah – Art Director
Destiny Naidu – Copywriter
Iman Omar – Business Director
Nicole Loh – Senior Brand Manager
Noelle Goh – Executive Producer
Mujib Abdullah – Producer
Real Time Studio
Jennifer Yiew – Audio house Producer
MC Syze – Vocalist
Two People Studio
Rong – Creative Director
Aster – Producer
Fei – Animation
Pyng – Motion Graphics
