Darlie Unveils Malaysia's First 2-In-1 Mouthwash Toothpaste With New Campaign From The SHOUT Group / FCB SHOUT

Darlie recently introduced Malaysia’s first-ever 2-IN-1 mouthwash toothpaste, marking a major breakthrough in oral care innovation. This groundbreaking product seamlessly combines the long-lasting freshness of toothpaste with the deep-cleaning power of mouthwash, delivering an unparalleled oral hygiene experience.

Darlie’s 2IN1 Mouthwash + Toothpaste is a Malaysian first.

To announce the arrival of this highly anticipated, game-changing product, the team at FCB SHOUT – Darlie Malaysia’s long-standing creative agency – has crafted a high-impact campaign spanning multiple channels, including a film that is currently airing on TV and across digital platforms, an attention-grabbing teaser in the guise of a Fake Out-of-Home content, an immersive anamorphic 3D billboard at Pavilion KL, a nationwide Digital Out-of-Home rollout, and a robust influencer marketing push.

The campaign was designed to heighten excitement and intrigue among the consumers, reinforcing the idea that a revolutionary oral care innovation is finally here.

Darlie’s LiquiDual technology brings a new era of convenience when it comes to oral care.

Ian Chew, General Manager, Hawley & Hazel – Malaysia & Indonesia, expressed his enthusiasm for this latest breakthrough, “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 + 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, was equally as excited for the launch of the campaign, “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.”

Team Darlie X FCB SHOUT at the launch of Darlie’s 2IN1 Mouthwash + Toothpaste!

Shaun Tay, Co-Owner and Chief Executive Officer of The SHOUT Group, emphasised the significance of this launch, “It’s always exciting when a brand like Darlie pushes the envelope in product development and brings something truly 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!”

The campaign was launched on 21 February 2025 and 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.