Darlie Hong Kong has successfully redefined its brand image with an integrated campaign that resonates emotionally with the audience. By re-stating its functional proposition through an engagingly human story as told by Hong Kong’s top idol, Darlie has successfully evolved from a venerable but uninvolving brand to one that is relatable and inspiring to younger generations of consumers. Ivy Hui, head of marketing (Oral Care) at Hawley & Hazel Hong Kong, said: “We wanted to build Darlie’s new Chinese name - ?? - to reflect our brand belief that good things come with a smile. Instead of just resorting to...