FCB Shout Launches Brand Campaign for DARLIE Malaysia
DARLIE in Malaysia welcomed a new era with the introduction of its new brand campaign courtesy of FCB SHOUT, the brand’s long-standing creative partner and creative arm of Malaysian-owned advertising holding company, The Shout Group.
The campaign unveiled the legendary oral care giant’s new tagline ‘Closer with a Smile’, which was conceived by FCB SHOUT for DARLIE in all its Southeast Asian markets.
The tagline and accompanying brand film reinforced the brand’s purpose of Inspiring the Confidence to Connect and encapsulated the transformative power of a smile and its ability to break down barriers and spark new relationships. FCB SHOUT has been working with DARLIE in a regional strategic capacity since 2021.
Commenting on the campaign, Melissa Wong, marketing director (Malaysia) & director, regional brand development of Hawley & Hazel Malaysia said, “’Closer with a Smile’ is not a culmination of our journey but rather, it marks the start of a new one. We are embarking on a new era for DARLIE with the clear ambition of fostering a closer and more dynamic connection with our consumers, whoever and wherever they may be. As a brand with a strong heritage in both Malaysia and in Asia, we understand the nuances involved in marketing to a diverse audience. ‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.”
Beyond touch points like TV, digital, retail and on-ground activation, the full marketing plan also involved the release of DARLIE’s much anticipated new packaging, the introduction of a new sonic branding component by way of a brand song conceived by FCB SHOUT, as well as the launch of two new oral care products: DARLIE Mouthwash and DARLIE Mouth Spray.
Tjer, FCB SHOUT’s head of creative, shared, “When a brand with as rich of a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up and even down to the packaging, it’s equal parts exciting and intimidating for a creative. The conceptualisation and production of this campaign was extremely complex as it had so many moving parts for us to juggle. For instance, we had to ensure that this campaign introduces a fresh side of DARLIE in a big way, but at the same time not lose the essence of the brand that millions have come to know and love over the past many decades. But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!”
‘It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose and now, to the launch of this massive campaign we’ve been all in. And we will continue to be so, as we look ahead to help the brand gear up for growth.’ Concludes Shaun Tay, co-owner & chief executive officer of The Shout Group & FCB SHOUT.
