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Toothpaste Brand Darlie Freshens Up with New Campaign from FCB Malaysia

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Celebrity chef Anis Nabilah and TV host Gary Yap come together for complete brand refresh

Toothpaste Brand Darlie Freshens Up with New Campaign from FCB Malaysia

Darlie’s new Gum & Teeth Protect toothpaste range brings together celebrity chef Anis Nabilah and TV host Gary Yap of Ho Chak fame to show how its advanced dual-action formula helps Malaysians to continue enjoying the food that they love regardless of their life stages. The campaign was launched on broadcast TV and digital media in September 2020, and features both celebrities in a number of commercials, including an upcoming special food challenge where they will appear together.  

The launch of Gum & Teeth Protect is part of a larger total brand revamp that’s being progressively implemented by Darlie across Asia, and 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.

“Darlie has been a trusted household name in Malaysia for decades. As we all know, brands must evolve to stay relevant. This revamp bridges the trusted efficacy Darlie has long been known for with a contemporary narrative that builds on our 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,” says Ian Chew, general manager of Darlie Malaysia & Indonesia.

Adding on, Shi Ping Ong, co-owner & chief creative officer of FCB Malaysia had this to say, “The inspiration behind all the work is 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!”

FCB Malaysia was appointed in August 2019 following a successful pitch and had been working closely with Darlie’s local and regional brand leaders in the lead-up to the revamp. To deliver the three campaigns, FCB collaborated with a number of production partners - Restless Productions and Super Red Music on Darlie Gum & Teeth Protect, and Reservoir World and Fuse for Darlie Double Action and Darlie’s new brand film.

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Client: Darlie Malaysia

General Manager: Ian Chew

Marketing Director: Melissa Wong

Senior Brand Manager: Kam Wai Mei

Senior Brand Manager: Michelle Shu

Brand Manager: Janice Goh

Assistant Brand Manager: Shayne Lim

Senior Marketing Executive: Chan Wei Long


Agency: FCB Malaysia

Co-owner & Chief Executive Officer: Shaun Tay

Co-owner & Chief Creative Officer: Shi Ping Ong

Creative Director: Tjer

Creative Strategist: Mandy Chock

Creative Group Head: James Voon

Senior Art Director: Jamie Hendricks

Senior Copywriter: Nathan Yong

Head of Account Management: Sharon Rodrigues

Account Director: Diana Chua

Senior Account Executive: Jane Leong

Senior Producer: Wira Chon

Gum & Teeth Protect Production Teams
Restless Productions

Film Director: Zac Chia

Executive Producer: Terrance Chua

Producer: Adrian Pang

Post Producer: Fiefa

Wardrobe Stylist: Elaine

Offline Editor: NGSS & Johnny Chuah

Colourist: Jing (Meccanica Efx)

Online Editor: Azfar (Meccanica Efx)


Audio House: Super Red Music

Engineer: Jacky

Producer: Daeren / Richard

Darlie Double Action & A Fresh Beginning Production Teams

Production: Reservoir World

Film Director: Philip Rom

Production & Post Producer: Nigel Pinto

Line Producer: Tang Sze Kay

Production Assistant: Sandra Cheah

Director of Photography: Nicholas Chin

Art Director: Anthony Chan

Gaffer/Key Grip: Selvan Kannan

Wardrobe Stylist: Darren Siew (Wardrobe Room)

Offline Editor: Dixon Yoong

Online Editor: Chan Moon Chong (Blaze Studio)

Fuse Adventures in Audio

Creative: OJ

Composer: Joseph Chua

Engineer: Jony / Jessica Chong

Producer: Rath

Categories: Dental Care, Beauty & Health

FCB APAC, Thu, 10 Sep 2020 14:28:32 GMT