Kuala Lumpur, Malaysia – Oral care brand Darlie Malaysia has partnered with The Shout Group’s creative arm, FCB Shout, to introduce its newest brand campaign titled ‘Closer with a Smile’.
‘Closer with a Smile’ is Darlie’s newest tagline, developed by FCB Shout in line with the brand’s new regional strategy for all its Southeast Asian markets.
Accompanying the new tagline is a brand film that reinforces the brand’s purpose of ‘inspiring the confidence to connect’. It also embraces the transformative power of a smile and its ability to break down barriers and spark new relationships.
FCB Shout’s campaign for Darlie will run across TV, digital, retail, and on-ground activations. And beyond these touchpoints, 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.
Darlie has been working with FCB Shout in a regional strategic capacity since 2021.
Commenting on the campaign, Melissa Wong, marketing director for Malaysia and director of regional brand development at Hawley & Hazel Malaysia, said, “‘Closer with a Smile’ is not the culmination of our journey but rather 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 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.”
Tjer, head of creative at FCB Shout, also shared, “When a brand with as rich 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 conceptualization and production of this campaign were extremely complex, as there were 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 while at the same time not losing 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!”
Meanwhile, Shaun Tay, co-owner and chief executive officer of The Shout Group and FCB SHOUT, said, “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, to the launch of this massive campaign, we’ve been all in. And we will continue to be so as we look ahead to helping the brand gear up for growth.”
