FCB SHOUT connects sun care and sweet indulgence in ‘Joyful Bites & Sunny Delights’

THE SHOUT GROUP (FCB SHOUT) recently launched ‘Joyful Bites & Sunny Delights’, a unique cross-category collaboration between Japanese skincare brand Bioré by Kao Malaysia and beloved dessert icon Hokkaido Baked Cheese Tart. Designed to kick-start the year on a positive note, the campaign reframes sun protection as a natural part of modern social living – whether Malaysians are exploring the city, celebrating festive moments, or simply catching up over something sweet.

Built on the insight that UV damage is often invisible and unfelt until it’s too late, the campaign reflects how consumers actually live at the start of the year: constantly on the move, reconnecting with friends, and embracing social routines. Yet regardless of the setting – under the sun or in the shade – UV rays are always present.

‘Joyful Bites & Sunny Delights’ brings this truth to life by pairing Bioré’s reliable sun protection with Hokkaido Baked Cheese Tart’s irresistible new creation, the Pistachio Kunafa Baked Cheese Tart. The collaboration serves as a reminder that wherever joy happens, protection should come along for the ride.

“Sun care isn’t just for the beach. It’s for real life,” said Tan Poh Ling, Marketing VP at Kao Malaysia. “At the beginning of the year, people are out more than ever, reconnecting socially and forming new habits. The challenge is that UV damage doesn’t announce itself, it quietly builds up while we’re busy enjoying life. This collaboration with Hokkaido Baked Cheese Tart makes perfect sense because it places sun protection right where people already are, in moments of joy and togetherness. We’re incredibly grateful to THE SHOUT GROUP (FCB SHOUT) for spotting this opportunity and bringing together two seemingly different worlds in such a meaningful and delightful way. Of course, a huge appreciation to Hokkaido Baked Cheese Tart for believing in this collaboration.”

Ryan Chung, Marketing Manager at Hokkaido Baked Cheese Tart, commented, “This partnership gave us a fresh and exciting platform to showcase our newly launched Pistachio Kunafa Baked Cheese Tart. It’s a flavour inspired by premium dessert trends and social sharing moments. ‘Joyful Bites & Sunny Delights’ as a campaign brings both brands together to offer something truly special, a sweet treat for the inside and sun care for the outside.”

“At first glance, sunscreen and cheese tarts don’t feel like an obvious pairing,” said Loong Sheng Mae, Group Brand Director of THE SHOUT GROUP (FCB SHOUT). “But once we dug deeper, we realised both brands champion the same thing: helping people enjoy life more fully, confidently and without worry. That shared mindset became the foundation of this idea. This campaign is the result of close collaboration, trust and a lot of hard work from both client teams and our production partners, who came together seamlessly to make something truly special happen.”

The campaign comes to life through a clever, two-way journey that connects retail, indulgence, and sun protection: At Hokkaido Baked Cheese Tart, customers who purchase the newly launched Pistachio Kunafa Cheese Tart will receive a RM5 voucher to Watsons, along with a Bioré UV sample, nudging them toward their next sun-care purchase.

At Watsons, customers who purchase selected Bioré sunscreen products – Aqua Rich Watery Essence or UV Mist Spice Magic – can simply flash their purchase at Hokkaido Baked Cheese Tart outlets to enjoy a sweet surprise: a B3F1 (Buy 3 Free 1) tart deal.

‘Joyful Bites & Sunny Delights’ runs from 15 February 2026 to 31 March 2026. Consumers are invited to visit their nearest Watsons or Hokkaido Baked Cheese Tart outlet to take part, enjoy exclusive rewards, and start the year protected, confident and smiling, one sunny delight at a time.

Credits
Kao Malaysia
Marketing Vice President: Tan Poh Ling
Brand Manager: Fiona Lim
Hokkaido Baked Cheese Tart
Marketing Manager: Ryan Chung
Assistant Marketing Manager: Jessica Tan
Senior Marketing Executive: Sara Atikah
THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: James Voon
Associate Creative Director: Chung Ru Zen
Senior Writer: Wong Ching Sin
Senior Designer: Snow Ng
Designers: Chan Tik Ru, Ann Lee
Group Business Director: Loong Sheng Mae
Brand Manager: Nadhira Murad
Senior Producer: Cheong Wai Leng