Kuala Lumpur – In a novel marketing approach, Japanese skincare brand Bioré, a division of Kao Malaysia, has partnered with Hokkaido Baked Cheese Tart to launch a cross-category campaign titled ‘Joyful Bites & Sunny Delights’. The collaboration, executed with the support of THE SHOUT GROUP (FCB SHOUT), aims to integrate sun protection into everyday life, particularly as social activities increase at the start of the year.
The campaign centers around pairing Bioré’s sun protection products with Hokkaido Baked Cheese Tart’s newly released Pistachio Kunafa Baked Cheese Tart. This unusual alliance seeks to reframe sun care not as a seasonal necessity, but as an integral part of daily routines, regardless of location or activity. The initiative acknowledges the often-unnoticed accumulation of UV damage, even on cloudy days or during indoor activities.
“Sun care isn’t just for the beach. It’s for real life,” stated Tan Poh Ling, Marketing VP at Kao Malaysia. Her comments underscore a shift in marketing strategy, moving away from associating sun protection solely with recreational outdoor activities and towards positioning it as a constant, essential element of well-being. The campaign’s timing is deliberate, capitalizing on a period when Malaysians are actively reconnecting socially and establishing new habits.
The core insight driving ‘Joyful Bites & Sunny Delights’ is the insidious nature of UV damage. The campaign materials highlight that UV rays are consistently present, silently causing harm even when not immediately felt. By associating sunscreen with pleasurable experiences like enjoying a dessert, the brands aim to subtly reinforce the importance of consistent sun protection.
Ryan Chung, Marketing Manager at Hokkaido Baked Cheese Tart, explained that the partnership offered a “fresh and exciting platform” to showcase their new Pistachio Kunafa Baked Cheese Tart. He described the flavor as inspired by “premium dessert trends and social sharing moments,” suggesting a deliberate effort to align the product with contemporary consumer preferences. The campaign, according to Chung, provides a unique combination: “a sweet treat for the inside and sun care for the outside.”
Loong Sheng Mae, Group Brand Director of THE SHOUT GROUP (FCB SHOUT), emphasized the unconventional nature of the collaboration. “At first glance, sunscreen and cheese tarts don’t feel like an obvious pairing,” she acknowledged. However, she explained that a deeper analysis revealed a shared ethos: “helping people enjoy life more fully, confidently and without worry.” This common ground, she stated, formed the foundation of the campaign’s concept.
The campaign incorporates a two-way retail promotion designed to drive cross-sales and encourage customer engagement. Customers purchasing the Pistachio Kunafa Baked Cheese Tart at Hokkaido Baked Cheese Tart outlets will receive a RM5 voucher for Watsons, a popular health and beauty retailer, along with a sample of Bioré UV sunscreen. Conversely, customers purchasing select Bioré sunscreen products – specifically the Aqua Rich Watery Essence or UV Mist Spice Magic – at Watsons stores can redeem a “Buy 3 Free 1” promotion on tarts at participating Hokkaido Baked Cheese Tart locations.
This reciprocal arrangement aims to leverage the existing customer bases of both brands, introducing each product to a new audience. The promotion is scheduled to run from to , at participating outlets nationwide.
The collaboration represents a broader trend in marketing towards cross-category partnerships, seeking to create synergistic effects and reach consumers in novel ways. By linking seemingly disparate products, Bioré and Hokkaido Baked Cheese Tart are attempting to tap into the emotional associations of enjoyment and social connection, subtly reinforcing the message of preventative health care. The success of the campaign will likely be measured not only by sales figures but also by its ability to shift consumer perceptions of sun protection from a chore to a natural component of a fulfilling lifestyle.
The campaign’s focus on the subtle, cumulative effects of UV exposure also reflects a growing awareness of the long-term health consequences of sun damage. While immediate sunburn is readily apparent, the gradual development of skin cancer and premature aging often goes unnoticed until it’s too late. By emphasizing the importance of daily protection, Bioré and Hokkaido Baked Cheese Tart are contributing to a broader public health message.
