Get ready to smile more! Darlie, the legendary oral care brand you know and love, has a new message: “Closer with a Smile.” This catchy tagline, created by FCB SHOUT, is spreading across Southeast Asia.

But it’s not just words. The campaign by Darlie Malaysia includes a brand film that shows the power of a smile to bring people together, break down barriers, and spark connections.

So the next time you flash those pearly whites, remember, you could be starting a new friendship 😉

“Closer with a Smile’ is not a culmination of our journey but rather, it marks the start of a new one.”

Melissa Wong, Marketing Director (Malaysia) & Director, Regional Brand Development of Hawley & Hazel Malaysia

A new era dawns for Darlie, marked by a clear ambition: to forge stronger and more dynamic connections with consumers everywhere. As a brand deeply rooted in both Malaysia and Asia, Darlie recognises the importance of tailoring its message to a diverse audience.

Closer With A Smile

The “Closer with a Smile” tagline embodies this vision. It highlights the unifying power of a smile, transcending differences and sparking positive interactions. The campaign reminds us that despite our differences, we’re all connected. By taking the simple step of getting to know one another, smiles can pave the way for positive experiences.

The campaign wasn’t just about TV commercials and social media posts. Darlie revamped its packaging, created a brand song with FCB SHOUT, and even launched two brand new oral care products: DARLIE Mouthwash and DARLIE Mouth Spray. In case you haven’t had the chance to try it, let us tell you, it was a complete sensory experience!

“When a brand with as rich of 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.”

Tjer, FCB SHOUT’s Head of Creative

Striking a balance proved a challenge for the “Closer with a Smile” campaign. The creative team at FCB SHOUT juggled multiple elements. They aimed to introduce a ‘modern’ Darlie while preserving the brand’s core essence – the one that millions across Southeast Asia have cherished for decades. It was about showcasing a new side of DARLIE while retaining the familiar spirit that consumers know and love.

Fortunately, the team at FCB SHOUT benefitted from the unwavering support of their clients at Darlie Malaysia and the expertise of their production partners. This collaborative effort propelled the campaign to a successful conclusion, exceeding initial expectations!

‘Succeeded’ Is An Understatement

This campaign by Darlie Malaysia hit a home run. It went beyond ads, offering a fresh look, catchy song, and new products. But the key was balance. Modern Darlie? Check. Beloved brand? Still there. This resonated with everyone. Their strong teamwork with FCB SHOUT made it a smash success. “Closer with a Smile” proves emotional connection sells. It’s not fancy visuals, but understanding your audience and their smile. Darlie aced it.