Darlie has introduced a new chapter in oral care innovation with the launch of the Darlie Charcoal Spiral Graphene toothbrush, the first in Malaysia to feature LightActiv technology. This advanced design incorporates graphene, a material known for its antibacterial and conductive properties, enabling the toothbrush’s bristles to eliminate bacteria three times faster when exposed to light.
While charcoal-infused bristles have long been recognized for helping reduce bacterial buildup, the addition of graphene elevates the science behind everyday brushing. With LightActiv, Darlie aims to deliver a cleaner, safer and more efficient brushing experience, particularly for consumers seeking confidence in their daily hygiene routine.
To introduce the product, Darlie collaborated once again with its long-standing creative agency partner, The Shout Group/FCB SHOUT, on a bold new campaign titled “Light On, Bacteria Gone.” Instead of leaning into complex scientific explanations, the campaign embraces an imaginative narrative inspired by classic zombie films. Here, bacteria are reimagined as zombie-like creatures that thrive in darkness — only to flee in fear once exposed to light. This creative approach helps illustrate how the toothbrush transforms light into an ally against harmful bacteria.
“We’re truly excited to bring this never-seen-before innovation to Malaysia,” says Melissa Wong, Marketing Director for Darlie Malaysia and Regional Brand Development. “Graphene technology marks a major step in our commitment to effective, advanced oral care. But we also wanted to communicate this idea in a way that is easy to understand and enjoyable to watch — and this campaign does exactly that.”
Wang Ie Tjer, Executive Creative Director at FCB SHOUT, highlights the impact of this storytelling choice: “By turning bacteria into the villains of a familiar horror trope — except this time, they’re the ones being hunted — we created a simple, relatable visual that makes the science instantly clear.”
The "Light On, Bacteria Gone" campaign will run across digital and social platforms, as well as digital out-of-home screens throughout Malaysia. With its combination of technology, creativity and accessible messaging, Darlie is positioning the new toothbrush as more than a hygiene product — but a new standard in everyday protection and comfort.
