Fresh & White bites into humour in brand relaunch

Fresh & White is leaning into humour with its latest brand campaign, as the oral care brand unveils a refreshed look and improved formulation focused on stronger teeth and fresher breath.

Developed by Muma Malaysia, the new TV commercial breaks away from traditional oral care ads by skipping expert testimonials and bathroom settings. Instead, it taps into Malaysians’ shared love of food - a moment to be enjoyed with confidence, thanks to strong teeth and fresh breath.

In the film, a man is seen enjoying satay. As he bites into the meat, his tooth breaks and flies across the restaurant, breaking a pitcher, snatching a customer's bib, killing a flower, smashing a mug and even destroying furniture. The video ends with a family of four surviving the chaos and offering the man a tube of Fresh & White toothpaste for stronger teeth. 

Don't miss: Content Champions: closeup (Philippines) 

The campaign also marks the return of the brand’s iconic polar bear mascot, now reimagined as a family unit to resonate with family-oriented consumers. The updated characters are rendered in 3D animation for a more contemporary feel.

The film was directed by award-winning filmmaker Michael Wong in collaboration with PRS Productions, with a focus on delivering comedic moments that highlight the brand’s benefits.

Launched this month, the campaign rollout includes digital out-of-home, social media videos, and in-store POSM.

“The new and improved Fresh & White formula features our anti-sugar shield technology to protect against cavities, while added multi-minerals help prevent mineral loss and strengthen teeth,” said Deenie Ong, head of the oral care division at Southern Lion.

“The enhanced mint taste also delivers fresher breath. The new range is suitable for the entire family, offering a complete solution to common dental concerns," added Wong. 

Muma Malaysia’s co-founder and creative partner, Choo Chee Wee, added: “We’ve taken a humorous approach to engage with our audience and offer a brief escape from the seriousness of life. Rather than lean into category clichés, we invite Malaysians to laugh out loud with fresh breath and strong teeth - which is the core of the brand promise.”

Over the past few years, humour has made a strong comeback in brand advertising, particularly in Malaysia. From FMCG giants to telcos and financial services, brands are moving away from overly polished, instructional ads in favour of content that makes audiences laugh or at least smile.

This trend reflects a growing appetite for content that entertains and connects with audiences through relatable, light-hearted storytelling.

Recent examples include Tenaga Nasional Berhad’s Chinese New Year campaign, "The family anchor" which used comedy to spotlight the often-overlooked efforts of family members who uphold festive traditions. Time Internet also leaned into humour with its "Tiada lagi drama pukul 7 dengan WiFi 7" campaign, turning common internet frustrations into comedic scenarios. 

Related articles:  
Darlie brings double action to oral care in minty-fresh campaign  
Close Up dares Filipinos to look at LGBTQ+ love differently in new Pride campaign  
Brushing off naysayers: How Asma' Nasaruddin got Gigi sparkling