The Wiggles & Macleans Tell Kids To ‘Wiggle While You Brush’ In New Video Via PHD

The Wiggles & Macleans Tell Kids To ‘Wiggle While You Brush’ In New Video Via PHD
SHARE
THIS



GSK oral care brand Macleans has teamed up with iconic Aussie children’s entertainment group The Wiggles to launch a new multi-platform campaign.

The campaign, ‘Wiggle While You Brush’, was created and brokered by PHD’s specialist content division, PHD Content, with Macleans and The Wiggles.

The strategy for the campaign stemmed from the insight that it can be extremely hard to get kids to brush their teeth at all, let alone for the full two minutes recommended by dentists.

The campaign centres around a bespoke two-minute music video which features the dental brand’s superhero character, Captain Macleans, teaching kids how to brush their teeth alongside The Wiggles.

Written and produced by The Wiggles, the music video sees the first time the band has ever allowed a commercial brand’s character to be featured singing and dancing along with them, with Captain Macleans essentially becoming the fifth Wiggle.

The campaign will receive retailer support during the year across Coles in Australia and Countdown in New Zealand.

Retailer activity includes a specially-produced in-store tray which plays excerpts from the ‘Wiggle While You Brush’ song, as well as national consumer promotions giving families the chance to meet their heroes at The Wiggles’ end of year arena tour shows in capital cities all over Australia and in Auckland, New Zealand.

The campaign will be further amplified across digital, in-store radio, on-ground activations to coincide with The Wiggles’ shows in Australia and New Zealand, and personal appearances.

Sonia Gouveia, brand manager at Macleans, said: “Macleans are committed to helping improve the oral health of Australian children to ensure their teeth grow up strong, which is why we’re delighted to form this strategic partnership with The Wiggles.

“It will enable us to help parents embed better brushing habits and make brushing more fun for the kids, while differentiating the brand in a competitive category by creating engaging assets that have a big impact in digital and retail environments.”

Paul Field, managing director of The Wiggles, said: “The Wiggles love to encourage children to develop healthy habits such as brushing their teeth.

“With the partnership with Macleans and the brilliant catchy song The Wiggles have written, we know that as we tour around Australia and New Zealand that we’ll see so many more healthier smiles.”

Angela Rapley, director of content at PHD, said: “PHD is thrilled to be able to bring this campaign to life for our client, Macleans.

“Working with two such awesome global brands on such an extensive and ambitious project has been an absolute pleasure, and we’re really excited to see how it develops over the next 12 months.”

The campaign will run until March 2018.

CREDITS

Client:

Sonia Gouveia – brand manager, Macleans, GSK (Australia and NZ)

Joy Delis – head of oral health, GSK (Australia and NZ)

Vanja Dukic – shopper marketing executive, GSK (Australia)

Karolina Kosir – shopper marketing manager, GSK (NZ)

 

Agency:

Angela Rapley – project lead/ director of content, PHD

Anneliese Immerz – planning manager, PHD

 

Production:

The Wiggles (Anthony Field, Simon Pryce, Lachlan Gillespie and Emma Watkins)

Paul Field – managing director

Caterina Mete – choreographer

Kate Chiodo – production manager

Alex Ishchenko and Rachel Teese – licensing directors

 

GSK shopper agency:

Geometry

 

Latest News

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’
  • Media

TAC & Taboo Urge Victorians To make Roads Safer In ‘This Christmas’

The TAC and Taboo have created a high impact, interactive campaign encouraging all Victorians to play their part in making our roads safer – ‘This Christmas’. The activation is filled with thousands of brightly coloured ribbons featuring messages written by real Victorians, to encourage us to all stay safe for the merriest Christmas both on […]

NITV Announces Four Indigenous Executive Appointments
  • Media

NITV Announces Four Indigenous Executive Appointments

National Indigenous television service NITV has announced four senior Indigenous appointments who will be responsible for growing its on-air and online platforms. Rhanna Collins, a proud Palawa woman, has worked at NITV for the past four years and has been appointed as executive editor, working across the TV station’s news and current affairs digital and […]

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends
  • Campaigns

Publicis & Qld Transport And Main Roads Department Launch #LiftLegends

Queensland’s Transport and Main Roads Department (TMR) and creative agency Publicis Worldwide are targeting drink-driving over the holiday season with a new road safety campaign launching this week. The campaign is encouraging people to organise a #LiftLegend to make their way home. Set to the Bette Midler classic, Wind Beneath My Wings, this is the […]

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy
  • Marketing

AMSRO Applauds ACCC’s Preliminary Report To Safeguard Data Privacy

The Association of Market and Social Research Organisations (AMSRO) today applauded the Australian Competition and Consumer Commission’s (ACCC) preliminary Digital Platforms Inquiry report and proposals to further protect the privacy of individuals across the digital landscape.

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform
  • Advertising
  • Technology

AppNexus Offers Buyers Fee-Transparent Supply-Side Platform

AppNexus, a Xandr company and leader in advertising technology, has announced that agreements with many direct publishers in the AppNexus marketplace and partnerships with third-party transparency companies have facilitated one of the programmatic advertising industry’s first fee-transparent supply-side platforms (SSP), giving buyers an unprecedented level of visibility into technology fees. “Through our policies and partnerships, AppNexus […]