MARKies 2025 Singapore
marketing interactive vistar media vistar media
Colgate looks to rename Darlie

Colgate looks to rename Darlie

share on

Colgate-Palmolive is revewing its iconic toothpaste brand Darlie amidst race-related discussions, according to an article on Reuters. Its iconic green packaging features a smiling man in a top hat and in Chinese, the brand name translates to “black person toothpaste”.

Until 1989, the toothpaste was known as "Darkie". The move comes as protests and conversations over equality rise all over the world, and specifically in America. In Asia, Darlie controls 17% of the toothpaste market in China, 21% in Singapore, 28% in Malaysia, according to market research firm Euromonitor International. For Malaysia, in particular, the brand appointed FCB Kuala Lumpur last year as its creative, digital and social media agency of record for Malaysia following a pitch. The appointment is understood to be for two years.

Colgate's spokesperson told Marketing in a statement that Darlie is a Chinese brand owned by Colgate and its joint venture partner Hawley & Hazel. "For more than 35 years, we have been working together to evolve the brand, including substantial changes to the name, logo and packaging.  We are currently working with our partner to review and further evolve all aspects of the brand, including the brand name," the spokesperson added.

Related articles:
Colgate HK's flight-themed product event takes to the skies with AR
Colgate puts experience at core of green apple campaign
DARLIE picks FCB KL to brighten up creative, digital and social work
Darlie's new commercial shows off Dilireba's shining smile
Darlie Hong Kong “Awaken Your Morning" integrated campaign spotlights Louis Cheung

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window