Toothpaste Brand Darlie Freshens Up with New Campaign from FCB Malaysia

Darlie’s new Gum & Teeth Protect toothpaste range brings together celebrity chef Anis Nabilah and TV host Gary Yap of Ho Chak fame to show how its advanced dual-action formula helps Malaysians to continue enjoying the food that they love regardless of their life stages. The campaign was launched on broadcast TV and digital media in September 2020, and features both celebrities in a number of commercials, including an upcoming special food challenge where they will appear together.  

The launch of Gum & Teeth Protect is part of a larger total brand revamp that’s being progressively implemented by Darlie across Asia, and features a number of initiatives specifically tailored for the Malaysian market, such as a new brand campaign and a new commercial for Darlie’s Double Action range, all of which had been created by FCB Malaysia and launched in the past two months.

“Darlie has been a trusted household name in Malaysia for decades. As we all know, brands must evolve to stay relevant. This revamp bridges the trusted efficacy Darlie has long been known for with a contemporary narrative that builds on our desire to innovate in all areas. Given the magnitude of the tasks, which included a complete revamp from packaging to communications as well as a new product launch, the commitment and effort made to ensure a smooth rollout was immense. So, despite the on-going pressure brought on by the pandemic, we still maintained our focus to look ahead and build for the future,” says Ian Chew, general manager of Darlie Malaysia & Indonesia.

Adding on, Shi Ping Ong, co-owner & chief creative officer of FCB Malaysia had this to say, “The inspiration behind all the work is the simple fact that a smile can be the catalyst of many good things in life – moments, connections and even change. This ties in with what Darlie champions as a brand - a positive, enabling mindset - which in retrospect, was absolutely crucial to have, given the compacted post-lockdown production schedule which saw both client and agency working tirelessly to create three campaigns in the span of a few months!”

FCB Malaysia was appointed in August 2019 following a successful pitch and had been working closely with Darlie’s local and regional brand leaders in the lead-up to the revamp. To deliver the three campaigns, FCB collaborated with a number of production partners - Restless Productions and Super Red Music on Darlie Gum & Teeth Protect, and Reservoir World and Fuse for Darlie Double Action and Darlie’s new brand film.