Darlie Hong Kong “Awaken Your Morning" integrated campaign spotlights Louis Cheung

Darlie Hong Kong has launched an integrated campaign for its Double Action Toothpaste flagship product with local celebrity Louis Cheung in the spotlight.

Titled “Awaken Your Morning (醒神嚟喇), the campaign by Sunny Idea features brand ambassador Cheung - as Darlie Man - waking up a pair of tired-eyed Hong Kongers with the product’s recognisable mint flavour.


“We wanted to be entertaining and informative at the same time, so we tapped into the humorous side of Louis Cheung to help deliver the product story and put smiles on peoples' faces with content that's a little different,” said Ida Mak, associate head of account management at Sunny Idea.

The integrated campaign will appear in multiple formats including a 15-second TVC, video content for digital and social, OOH ads, and POSM.

"Our key differentiation with competitors has always been our uniquely refreshing taste, and this makes Darlie irreplaceable for consumers. Understanding this, we decided to make this the core message to help attract new audiences," said Adrian Leung, marketing manager at Darlie Hong Kong.


Client Hawley & Hazel Chemical Co. (HK) Ltd.

Creative Agency Sunny Idea HK Limited

Media Agency Wavemaker Hong Kong

Photographer Thomas Chung

Director Gear Lau

TVC Post-Production Hyperbees Limited