Darlie Malaysia has launched a campaign for Darlie Double Action Toothpaste, titled “You Are What You Eat,” highlighting bad breath caused by food. The campaign rolled out this month across digital, social media, and out-of-home channels nationwide.
The creative features a series of films and content pieces showing people morph into the foods they have just eaten — garlic, durian, and dried squid — their heads replaced by exaggerated versions of each. It positions Darlie Double Action Toothpaste, with its anti-bacterial formula, as a solution that removes bad breath odor caused by food rather than masking it.
The idea was conceptualized and executed by THE SHOUT GROUP, Darlie Malaysia’s creative agency partner. The agency used humor, visual exaggeration, and social situations to communicate the product’s functional benefits within the oral care category. A director from Thailand was flown in to direct the films.
“From the beginning, we knew this campaign needed the right balance of humour, craft and visual storytelling,” said Tjer, Executive Creative Director, THE SHOUT GROUP.
“The ‘food head’ world could easily have felt too over-the-top or gimmicky if not executed properly, so we wanted a director who understood exactly how to strike that balance. We specially flew in a director from Thailand to help bring the scripts to life with the right tone, energy and cinematic style the campaign deserved.”
“At Darlie, we believe everyday oral care concerns deserve creative storytelling that people will remember and talk about,” said Melissa Wong, Director, Hawley & Hazel Marketing Malaysia & Regional Brand Development.
“‘You Are What You Eat’ takes a familiar experience and brings it to life in a way that instantly sparks conversation. What’s especially exciting is seeing how well the idea resonates beyond Malaysia, with different regional markets already looking to adapt the campaign in their own way. Moving forward, consumers can expect more from the brand — innovative products introduced in unforgettable, entertaining ways that truly connect with what today’s audiences are looking for.”
Credits
Hawley & Hazel Malaysia
General Manager – Malaysia, Singapore & Indonesia: Ian Chew
Director, Marketing Malaysia & Regional Brand Development: Melissa Wong
Assistant Marketing Manager: Adeline Cheah
Brand Manager: Chan Shii Qing
THE SHOUT GROUP (FCB SHOUT)
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Director: Suah Boon Chuan
Senior Art Directors: Chiu Wai Ming, Kam Wai Kwan
Designers: Wong Zhan Wen, Chong E-Lynn, Zoe Low
Senior Copywriter: Katrina Binti Khairul Azman
BM Copywriter: Zaffira Zakuan
Mandarin Copywriter: Felice Puah
Group Business Director: Loong Sheng Mae
Associate Brand Director: Caryl Tan
Senior Brand Manager: Aainaa Hashim
Brand Managers: Kimberly Cheong, Emilia Yeow
Senior Producer: Cheong Wai Leng
Production House: Restless Productions
Film Director: Boy
DOP: NIck Chin
Executive Producer: Terrance Chua
Producer: Sam Chee
Production Assistant: Shito
Post House: SoGood House Post-Production
Producer: Kook
Offline Editor: Speedy Ngss
Online Artist: Veykub Jokobo
Colorist: Jing @ Meccanica EFX
Audio House: Real Time Studios
Producer: Evelyn Ang
Sound Engineer: Terry Ezekiel
