THE SHOUT GROUP brings Polident Max Hold & Gum Protect to Malaysia and Singapore

Global denture care brand Polident has launched Polident Max Hold & Gum Protect in Malaysia and Singapore courtesy of THE SHOUT GROUP.

Building on Polident’s global campaign, “If your mouth could talk, it would ask for Polident”, THE SHOUT GROUP was tasked with creating a campaign that would speak to local audiences, incorporating culturally familiar settings, food and talent to make the campaign more relatable to local denture wearers.

“Polident Max Hold & Gum Protect is formulated to help cushion and protect gums while providing a more secure denture hold, helping users enjoy greater comfort and confidence throughout the day,” said James Sy, Brand Manager of Polident, Haleon Singapore. “To launch the product, we needed advertising with a strong understanding of local audiences. THE SHOUT GROUP helped bring this to life in a way that felt relevant and authentic.”

Recognising the important role food plays in everyday life, the campaign centred around satay, a local favourite known for its chewy texture. By showcasing a familiar eating occasion, it demonstrated how the product can help denture wearers enjoy the foods they love without discomfort.

The campaign film follows senior chefs in a Malaysian kitchen who reluctantly turn down food because of denture discomfort. With a little push from Polident’s signature Cheeky Mouth character, they discover Polident Max Hold & Gum Protect, helping them taste food comfortably once again.

Syahriza Badron, Managing Director of THE SHOUT GROUP, said, “When adapting the campaign for local audiences, we wanted to ground it in experiences that would feel familiar and relatable. By focusing on everyday moments and foods that people genuinely enjoy, we were able to demonstrate the product benefits in a simple and effective way.”

The campaign was rolled out across Malaysia and Singapore through digital and social media channels in three different languages: English, Bahasa Melayu and Mandarin.

Credits
Title: Polident Max Hold & Gum Protect

HALEON SINGAPORE
Brand Director: Arvind Upadhyay
Brand Manager: James Sy

THE SHOUT GROUP
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Senior Art Director: Chong Woey Shin
Senior Copywriter: Amanda Wong
Copywriters: Zaffira Zakuan, Felice Phua
Brand Director: Kong Pooi Ling
Brand Manager: Kimberly Cheong

Production: Passion Multimedia
Film Director: Ismail Jamaludin
DOP: Praveen Kumar
Executive Producer: Adrian Lai
Producer: Amar Fhairuz
Production Assistant: Tisya Shah, Justine

Post House: Asia-Pacific Videolab
Producer: Chen Yoke Wah
Offline Editor: Jordan Goh
Online Artist: Soon Foon
Colorist: Safuan

Audio: Real Time Studios
Music Composer: Global Haleon
Producer: Evelyn Ang
Sound Engineer: Terry Ezekiel

Photography: Wala Wala Pictures
Producer: Ivy Ho
Photographer: Gerald Goh
DI Artist: Sam Max