Darlie has introduced Malaysia’s first 2-in-1 mouthwash toothpaste, combining the freshness of toothpaste with the deep-cleaning benefits of mouthwash in a single product.
To support the launch, FCB SHOUT, Darlie Malaysia’s creative agency, has developed a multi-channel campaign.
The initiative includes a film airing on TV and digital platforms, a teaser disguised as Fake Out-of-Home content, an anamorphic 3D billboard at Pavilion KL, a nationwide Digital Out-of-Home rollout, and an influencer marketing effort. The campaign aims to build consumer awareness and engagement around the new product.
“At Darlie, we are committed to pushing the boundaries of oral care innovation to bring people closer with a smile,” said Ian Chew, General Manager, Hawley & Hazel – Malaysia & Indonesia.
“Our new 2-IN-1 Mouthwash + Toothpaste is designed to deliver a deeper clean & 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. This will be our new flagship product, and we have strategically launched it nearing Ramadan because fresh breath is especially crucial for many Malaysians during this period, and we believe there’s no better time to prove the efficacy of this product than now.”
Tjer, the Executive Creative Director of FCB SHOUT, added: “The launch of Malaysia’s first 2-IN-1 Mouthwash Toothpaste gave us the opportunity to create something truly unique in the way we introduced it.
“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. 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.”
“It’s always exciting when a brand like Darlie pushes the envelope in product development and brings something truly game-changing to the market,” said Shaun Tay, Co-Owner and Chief Executive Officer of The SHOUT Group.
“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!”
The campaign is running across all Darlie social media channels and on broadcast TV, out-of-home media and digital media. More materials will be released throughout the year as part of this year-long campaign.
Credits
Hawley & Hazel Malaysia
General Manager: Ian Chew
Director, Marketing Malaysia & Regional Brand Development: Melissa Wong
Assistant Marketing Manager: Adeline Cheah
Assistant Brand Manager: Gabrielle Choo
THE SHOUT GROUP/FCB SHOUT
Co-owner & Chief Executive Officer: Shaun Tay
Co-owner & Chief Creative Officer: Ong Shi Ping
Executive Creative Director: Wang Ie Tjer
Creative Directors: Suah Boon Chuan, James Voon
Creative Group Head: Raphael Castellano
Senior Art Director: Chiu Wai Ming
Copywriters: Lee Sin Nee, Felice Puah, Sal Abdul Malik
Senior Graphic Designer: Yee Min Jian
Graphic Designer: Wong Zhan Wen
Creative Strategist: Mandy Chock
Group Brand Director: Loong Sheng Mae
Associate Brand Director: Caryl Tan
Senior Brand Manager: Aainaa Hashim
Brand Manager: Kimberly Cheong
Senior Producer: Amin Taib
Film Production House: Restless Productions
Film Director: Zac Chia
Executive Producer: Terrance Chua
Production Managers: Sam Chee, Shito
Art Director: Ray Tan
Cinematographer: Jeffrey
Audio house: Real Time Studios
Producer: Jennifer Yiew
Sound Engineer: Terry Chong
Post House: Meccanica Efx
Producer: Fiefa Wan
Offline Editor: Ng
Online Editor: Azfar
3D Animators: Harris & Ce Jian Team
FOOH Video Production: Amazed
Founder: Siew Yih Jeng
Head of Animation: Brian Chuah
Account Manager: Kae
3D Animators: Dominic Loh, Kylie Chew
Anamorphic Video Production: Rawr Pictures
Producers: Venessa Yap, Yeoh May Chern
FX Supervisor: Pang Chuan Yun
3D Modeller & Comp Artist: Lee Xin Thung
FX Artists: Toh Dian Au, Lee Xun, Cheng Lok
