Campaign details

Brand: Darlie
Brand owner: Hawley & Hazel Chemical Co. Singapore (Pte) Ltd
Lead agency: Mashwire Pte Ltd
Country: Singapore
Industries: Oral health
Media channels: Content marketing, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Search marketing, Social media, Television, Websites & microsites, Word of mouth, advocacy

Executive summary

The whitening toothpaste category has always been largely dominated by Darlie and Colgate. Being a low involvement product, consumers are likely to switch brands according to price promotions. There was also a lack of news coverage about whitening toothpaste, contributing to the industry decline in the whitening segment.

With the launch of Darlie All Shiny White Supreme (ASWS), the brand aimed to capture new consumers and convert current Darlie and competitor users. The agency was tasked to defend the brand's leadership by creating high involvement content to build affinity with the target audience.