Pärla, the dentist-founded oral care brand on a mission to eliminate plastic toothpaste tubes, is bringing its first-ever TV campaign to screens nationwide this June, after securing £200,000 in advertising from Sky Media’s Sky Zero Footprint Fund.
“Beautifully Clean Oral Care” aims to raise awareness of plastic toothpaste waste and inspire more sustainable oral care habits.
In the UK alone, an estimated 300 million plastic toothpaste tubes are sent to landfill each year, with 20 billion discarded globally. If placed end to end, the tubes thrown away annually would stretch around the world twice. Most will take hundreds of years to break down, contributing to growing levels of microplastic pollution in oceans and ecosystems.
While many brands have introduced “recyclable” plastic packaging, challenges around recycling rates remain significant. According to The Big Plastic Count 2026, only 16% of recyclable plastic is actually recycled.
Founded by leading UK dentists Dr Simon Chard, Dr Rhona Eskander and Dr Adarsh Thanki, Pärla was created to challenge what the founders see as an outdated oral care category dominated by plastic packaging and harsh, artificial ingredients. The brand’s products are 100% plastic-free, B Corp certified and formulated using ethically sourced ingredients designed to support both oral health and whole-body wellness.
The campaign coincides with the launch of Pärla’s latest innovation, Pro-Whitening Plastic-Free Toothpaste, rolling out nationally across Waitrose, Ocado and Holland & Barrett this summer.
Created by Green, Black & White, “Beautifully Clean Oral Care” explores the evolution of brushing our teeth, encouraging viewers to rethink the products they use every day. Through a bold and engaging approach, the ad aims to highlight the scale of toothpaste tube waste before positioning Pärla as a modern alternative: dentist-designed, highly effective and completely plastic-free.
Pärla estimates that if just 5% of the UK population switched to plastic-free oral care, it could prevent 15 million plastic toothpaste tubes from going to landfill each year.
Pärla CEO and co-founder Dr Simon Chard said: “Too much of the oral care category still relies on plastic packaging, harsh ingredients and outdated formulations. As some of the UK’s leading dentists, 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.”
Sky group director of bigger picture and sustainability Fiona Ball 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.”
Related stories
GoodGym debut TV ad urges Brits to get fit and do good
Toilet rolls star in Wrap recycling TV ad funded by Sky
GoodGym nets extra £500k in spend from Sky Zero Fund
Six sustainable brands land TV spots on Sky Zero Fund
Ocean Bottle makes TV debut with Sky Zero campaign
Sky bigs up five winners of the £2m Zero Footprint Fund
Be the first to comment on "Pärla polishes up debut TV ad for sustainable oral care"