Darlie features childhood story of MIRROR's Keung To in citywide campaign

Darlie has rolled out a campaign in collaboration with boyband MIRROR's Keung To to tell how a bright smile brings people closer together, leveraging Keung's childhood memories as the pillar to tell the importance of a bright smile. 

The campaign includes a thematic video, telling the story of Keung's childhood when he was a chubby boy. He narrated, "I used to be a shy and chubby child. I was ignored by everyone and cared about how people viewed my physique. However, I slowly realised that the more I worried about their criticism, the easier it was to lose myself and become burdened with grudges. I then chose to face my past with a smile."

The video connects Keung's smile with Darlie's products. “Darlie’s belief of a bright, white and confident smile can give us strength and bring everyone together is similar to my own values. I use Darlie’s toothpaste every day to maintain a set of bright, white teeth and fresh breath, which gives me more confidence when I smile,” he added. 

https://www.youtube.com/watch?time_continue=29&v=88eqRYHrjLM&feature=emb_title

The brand said Keung’s belief in building confidence with a smile echoes with Darlie’s motto “Good Things Come With A Smile”, further underlining the brand’s dedication to putting smiles on the faces of people across the globe. 

In addition to the video launched on Darlie's website and social platforms, Darlie will also air the ad on TV soon. Moreover, the campaign will also include offline touchpoints. Darlie will roll out the ad at the bus stop right next to department store SOGO at Causeway Bay from 22 April onwards, while it will also air the ad on the giant OOH screen on the exterior of the department store on 29 April too. 

To further engage the audience, especially Keung's fans, Darile is offering a set of cards consisting of five designs to customers who purchase the brand's products via the online store or designated stores, including Mannings, PARKnSHOP, Wellcome, and Watsons, of the selected retailers. 

Prior to this campaign, Darlie's manufacturer Hawley & Hazel changed the Chinese name of the Darlie brand and align it with the former's Chinese name. The change will take place in March 2022. The English name and logo, however, remained unchanged. Darlie's current name in Chinese (黑人牙膏) changed to "Haolai" (好來) which echoes Hawley & Hazel's Chinese name. The company said the change exemplified Darlie's brand belief of "Good Things Come with a Smile". The belief conveyed the company's mission to spread confidence with more smiles. Alongside the updated name, Darlie's brand assets included more engaging and modern stylised fonts and highlight the signature Darlie smile. Products using the new brand assets gradually reached markets around March 2022.

The company said the rename was aimed at elevating Darlie's brand purpose to better reflect the company's values and meet the ever changing needs of more consumers. In addition, it hopes to build a stronger oral care brand and provide a comprehensive range of oral care products.

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