Darlie brings double action to oral care in minty-fresh campaign

Oral care brand Darlie is bringing minty freshness to Malaysians in its latest campaign spanning multiple channels including a film currently airing on TV and digital platforms, fake-out-of-home (FOOH) content, an immersive anamorphic 3D billboard at Pavilion KL, a nationwide digital out-of-home rollout and a robust influencer marketing push. 

The campaign, created in collaboration with creative agency FCB Shout, aims to heighten excitement and intrigue for its 2-in-1 mouthwash and toothpaste - a first in Malaysia, according to a statement seen by A+M. It also aims to reinforce the idea that a revolutionary oral care innovation is finally here. 

The film starts with Malaysians coming out of their homes to check out a giant box that's been flown into their neighbourhood. The giant box was later revealed to be multiple boxes of Darlie's newest double action 2-in-1 mouthwash and toothpaste. The film ends with one of the characters brushing his teeth with the new product and impressing his neighbours with his newly fresh and minty breath. 

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Darlie has also released a Ramadan version of the film, only this time it showcases how the female neighbour managed to keep her breath fresh and minty from dawn to dusk after using the new product. 

Similarly, the FOOH ad sees a giant green box being flown over the iconic Petronas Towers in KL, with mint leaves falling down from the sky as onlookers take videos and pictures of it. The immersive anamorphic 3D billboard at Pavilion KL, on the other hand, features the new product brought to life on a big screen and invites shoppers to try it today. 

The campaign was launched on 21 February 2025 and is running across all Darlie social media channels and on broadcast TV, OOH media and digital media. More will be release throughout the year as part of the year-long campaign. 

“At Darlie, we are committed to pushing the boundaries of oral care innovation to bring people closer with a smile. Our new 2-in-1 mouthwash and toothpaste is designed to deliver a deeper clean and superior fresh breath experience with every brush, making it easier for Malaysians to feel confident throughout the day. We are thrilled to introduce this first-of-its-kind product to the market and can’t wait for everyone to experience the difference," said Ian Chew, general manager, Hawley & Hazel, Malaysia and Indonesia. 

The 2-in-1 mouthwash and toothpaste will be Darlie's flagship product. It was also strategically launched nearing Ramadan as fresh breath is especially crucial for many Malaysians during this period, added Chew.

Wang Ie Tjer, executive creative director of FCB Shout said that the launch of Malaysia's first 2-in-1 mouthwash and toothpaste gave the agency the opportunity to create something unique. "Our team rose to the challenge by going beyond traditional approaches and finding unconventional, high-impact ways to engage the audience, from the eye-catching FOOH teaser to the stunning anamorphic 3D billboard in the heart of Kuala Lumpur – it was truly every creative’s dream to be able to work on a campaign of this scale," said Tjer.

"It’s been an incredibly rewarding experience, and we’re grateful to our production partners like Restless Productions, Amazed, Real Time Studios and Rawr Pictures, as well as Darlie’s media partners Search Guru, iCanvas and Spark, for helping us bring this vision to life,' he added. 

Meanwhile, Shaun Tay, co-owner and CEO of The Shout Goup said that it's always exciting when a brand such as Darlie pushes the envelope in product development and bring something game-changing to the market. "This project isn’t just about launching a new product – it’s about setting new benchmarks for creativity and engagement. And the best part? This campaign is being adapted across different Darlie markets across Asia as we speak, amplifying its impact even further. Exciting times indeed for both Darlie and FCB Shout," said Tay. 

Last year, Darlie Malaysia unveiled a new tagline "Closer with a smile". To new tagline was developed in line with Darlie's new regional strategy and reinforces the brand's purpose of inspiring the confidence to connect. "Closer with a smile" also encapsulates the transformative power of a smile and its ability to break down barriers and spark new relationships. 

Darlie also collaborated with FCB Shout for a campaign to market the new tagline, as well as release new packaging and sonic branding for the oral care brand. 

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