DARLIE in Malaysia welcomed a new era with the introduction of its new brand campaign courtesy of FCB SHOUT, the brand’s long-standing creative partner and creative arm of Malaysian-owned advertising holding company, The Shout Group.

The campaign unveiled the legendary oral care giant’s new tagline ‘Closer with a Smile’, which was conceived by FCB SHOUT for DARLIE in all its Southeast Asian markets. The tagline and accompanying brand film reinforced the brand’s purpose of Inspiring the Confidence to Connect and encapsulated the transformative power of a smile and its ability to break down barriers and spark new relationships.

FCB SHOUT has been working with DARLIE in a regional strategic capacity since 2021.

Commenting on the campaign, Melissa Wong, Marketing Director (Malaysia) & Director, Regional Brand Development of Hawley & Hazel Malaysia, said, “’Closer with a Smile’ is not a culmination of our journey but rather, it marks the start of a new one.

We are embarking on a new era for DARLIE with the clear ambition of fostering a closer and more dynamic connection with our consumers, whoever and wherever they may be. As a brand with a strong heritage in both Malaysia and in Asia, we understand the nuances involved in marketing to a diverse audience.

‘Closer with a Smile’ was developed to show that despite our apparent differences, we are ultimately all interconnected, and when we make the effort to get to know one another, good things will happen.”

Melissa Wong – Director, Marketing Malaysia & Regional Brand Development, Hawley & Hazel.

Beyond touchpoints like TV, digital, retail and on-ground activation, the full marketing plan also involved the release of DARLIE’s much anticipated new packaging, the introduction of a new sonic branding component by way of a brand song conceived by FCB SHOUT, as well as the launch of two new oral care products: DARLIE Mouthwash and DARLIE Mouth Spray.

New packaging announcement video developed by FCB SHOUT for DARLIE’s China, Hong Kong and Southeast Asian markets

Tjer, FCB SHOUT’s Head of Creative, shared, “When a brand with as rich of a history as Darlie decides to undergo a major refresh in terms of communications strategy, messaging, product line-up and even down to the packaging, it’s equal parts exciting and intimidating for a creative.

The conceptualisation and production of this campaign was extremely complex as it had so many moving parts for us to juggle. For instance, we had to ensure that this campaign introduces a fresh side of DARLIE in a big way, but at the same time not lose the essence of the brand that millions have come to know and love over the past many decades.

But luckily for us, our supportive clients at DARLIE as well as our amazing production partners helped us cross the finish line with better-than-expected results!”

Tjer – Head of Creative, FCB SHOUT

‘It’s been a real privilege working with DARLIE on such an important chapter of their brand’s story. From when we first sat down to map out the brand’s purpose and now, to the launch of this massive campaign we’ve been all in. And we will continue to be so, as we look ahead to help the brand gear up for growth.’ Concludes Shaun Tay, Co-Owner & Chief Executive Officer of The Shout Group & FCB SHOUT


Title: Closer with a Smile
Hawley & Hazel Marketing (DARLIE Malaysia)
General Manager: Ian Chew
Director, Marketing Malaysia & Regional Brand Development: Melissa Wong
Assistant Marketing Manager: Adeline Cheah
Brand Manager: Kevin Voong

Co-Owner & Chief Executive Officer: Shaun Tay
Co-Owner & Chief Creative Officer: Ong Shi Ping
General Manager: Syahriza Badron
Head of Creative: Wang Ie Tjer
Creative Director: James Voon
Senior Designer: Yee Min Jian
Copywriter: Nicholas Yap Bin
Brand Director: Melanie Mustapha
Senior Brand Manager: Jolynn Lee
Brand Manager: Putra Ahmad Fauzi
Senior Producer: Cheong Wai Leng

Production Houses:
Reserve Tank (Brand Film)
Film Director:  Aiman Aliff
Executive Producer: Suraya Rezal
Producer: Ain Nasir
Offline Editor: Pan
Online Artist & Colorist: Tank 3 Post

Lorrypop Studio (Packaging Film)
Film Director: Calvin Mok
Executive Producer: Yu Jing
Art Director: Kraven Chew
3D Lead: David Ling
Compositor: Ping Hang

Audio House: Pitch Audio + Magic


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

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11th – 12th July 2024 (Malaysia)


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