Darlie is a trusted name and market leader in oral health. They offer quality, innovative solutions that meet evolving consumer needs. The brand’s goal is to give customers healthy, sparkling-white smiles that enable them to feel attractive and confident. All Shiny White is Darlie’s whitening toothpaste variant.

Key Disciplines

  • Campaign strategy
  • Content creation: social, website and influencer content
  • Performance marketing campaign
  • Media strategy
  • Paid, owned and earned channels


  • Over 30 million total video views
  • 4.8 million completed video views


When it comes to whitening toothpastes, Darlie All Shiny White does not own a space in consumers’ minds. This has in part been due to a lack of focus or consistency in driving relevant brand communication or creating a clear brand identity. In this brief, Darlie has identified millennials as a key target demographic for All Shiny White. Our primary challenge is to help Darlie define and create a brand persona that millennials can identify and connect with, in order to improve their perception and preference for All Shiny White.


The campaign idea is based on our insight that millennials are their own worst critics. All too frequently, they have allowed self-doubt and fear of failure to stop them from even attempting to reach for their goals.

All Shiny White would be the voice of their inner dreamer, encouraging them to stop fearing and start believing. And the first step towards building their new confident personality is to put on a confident smile.

Our message was launched in a manifesto video that addressed their fears and aspirations – and inspired them to reach beyond doubt in order to realise their true potential. This was supported by a series of brand videos. All videos in this campaign were optimised for sharing YouTube, Facebook and other digital platforms.


Our campaign videos exceeded KPIs across a majority of the metrics set with the client – garnering over 30 million combine video views.

Out of this total, we had 4.8 million completed views – showing that our message resonated with our target audience and kept them engaged.