Plastic-free oral care disruptor Pärla has kicked off its first-ever TV campaign, ‘Beautifully Clean Oral Care’.
The new ad – running now across Sky channels – explores the evolution of brushing teeth. It highlights the scale of toothpaste tube waste before positioning Pärla as a sustainable alternative
The push aimed “to drive meaningful consumer behaviour change at scale”, said Pärla – which estimates that 15 million plastic toothpaste tubes could be prevented from going to landfill each year if just 5% of Brits switched to plastic-free oral care.
Pärla’s ad follows the startup’s July 2025 win in the 2025 Sky Zero Footprint Fund of a campaign across Sky TV, supported by £200k ad spend from the broadcaster.
The brand had been shortlisted the previous month as one of nine finalists, alongside confectioner Tony’s Chocolonely, environmental action NGO Wrap, and refillable deodorant maker Fussy.
As part of the final stage, Pärla delivered a 10-minute pitch that highlighted its brand, sustainability mission and creative idea. It resulted in the business being named as one of three winners in the Sky Zero Footprint Fund’s disruptors category.
The rollout of the resulting ‘Beautifully Clean Oral Care’ coincides with the launch of Pärla Pro-Whitening Plastic-Free Toothpaste (rsp: £10.95/75ml), which will roll out nationally this summer via Waitrose, Ocado and Holland & Barrett. It joins a toothpaste range that debuted in July last year – each variant packed in a brightly coloured, 100% aluminium tube.
“Too much of the oral care category still relies on plastic packaging, harsh ingredients and outdated formulations,” said Dr Simon Chard, CEO & co-founder of Pärla. “We believed there was an opportunity to do things differently, by combining science, sustainability and style to create products that are better for both people and the planet.
“Our first national TV campaign is about challenging everyday habits and showing that beautifully clean oral care doesn’t have to come at an environmental cost.”
Fiona Ball, group director of bigger picture & sustainability at Sky, added: “Everyday routines like brushing our teeth can have a bigger impact than we realise, and they also present a powerful opportunity for positive change. Pärla’s campaign takes a familiar habit and reimagines it in a way that’s engaging, memorable and inspiring.
“We’re proud to support brands that use creativity to open up more sustainable choices and help make it easier for people to play a part in driving change at scale.”
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