PÄRLA Brings First TV Campaign to Sky, Targets Plastic-Free Oral Care

PÄRLA, the dentist-founded oral care brand that sells toothpaste tablets in compostable packaging, launched its first television campaign on Sky this week. The "Beautifully Clean Oral Care" spot is running across Sky's ad-supported channels, including Sky Max, Sky Witness, and Sky Comedy.

The campaign marks a shift in marketing strategy for the London-based company, which previously relied on social media and influencer partnerships. PÄRLA was founded by dentist Dr. Safa and her sister, and sells directly to consumers through its website and through retailers including Boots and Ocado.

The brand's core pitch is replacing plastic toothpaste tubes with dissolvable tablets packaged in glass jars and compostable refill pouches. Each tablet is chewed, then brushed with a wet toothbrush. The company says its packaging eliminates the plastic waste from traditional toothpaste tubes, which are rarely recycled due to their mixed-material construction.

Sky's advertising platform reaches roughly 12 million households in the UK. PÄRLA's TV buy is relatively small – the campaign runs through mid-July – but it gives the brand exposure to a demographic that may not encounter it through Instagram or TikTok, where most direct-to-consumer oral care brands compete.