Darlie: Smile white, the future's bright

Hon Wui Theo

Toothpaste manufacturer Darlie grew volume share and engagement through a multimedia campaign in Singapore.

Campaign details

Brand: DarlieBrand owner: Hawley & Hazel Chemical Co. Singapore (Pte) LtdLead agency: Mashwire Pte LtdCountry: SingaporeIndustries: Oral healthMedia 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...

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