Darlie has brought together celebrity chef Anis Nabilah and TV host Gary Yap of Ho Chak fame to showcase how its new Gum and Teeth Protect toothpaste can help Malaysians continue enjoying the food they love regardless of their life stages. The campaign runs on TV and digital media and features both celebrities in a number of commercials, including an upcoming special food challenge.
The recent campaign is part of a larger total brand revamp that Darlie is progressively implemented by the brand across Asia. It features a number of initiatives specifically tailored for the Malaysian market, such as a new brand campaign and a new commercial for Darlie's Double Action range, all of which had been created by FCB Malaysia and launched in the past two months.
The three campaigns were done with various production partners - Restless Productions and Super Red Music on Darlie Gum and Teeth Protect, and Reservoir World and Fuse for Darlie Double Action and Darlie’s new brand film. FCB was appointed last August to manage Darlie's creative, digital and social media for two years. The agency had been working closely with Darlie's local and regional brand leaders in the lead up to the revamp. A+M has reached out for more information on the brand revamp.
Darlie Malaysia and Indonesia GM, Ian Chew, said the brand revamp bridges the trusted efficacy Darlie has long been known for with a contemporary narrative that builds on its desire to innovate in all areas.
"Given the magnitude of the tasks, which included a complete revamp from packaging to communications as well as a new product launch, the commitment and effort made to ensure a smooth rollout was immense. So, despite the on-going pressure brought on by the pandemic, we still maintained our focus to look ahead and build for the future," he added.
Meanwhile, FCB's co-owner and chief creative officer Shi Ping Ong said the work was inspired by the simple fact that a smile can be the catalyst of many good things in life - moments, connections and even change.
"This ties in with what Darlie champions as a brand - a positive, enabling mindset - which in retrospect, was absolutely crucial to have, given the compacted post-lockdown production schedule which saw both client and agency working tirelessly to create three campaigns in the span of a few months," he added.
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