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

Women In Media Profile: Tanya Orman
  • Media

Women In Media Profile: Tanya Orman

Always wanted to know what makes Tanya Orman tick? Well, this profile's got more ticks than Einstein's HSC results.

by B&T Magazine

B&T Magazine
Ogilvy Brisbane ECD Phil Nobay Departs
  • Advertising

Ogilvy Brisbane ECD Phil Nobay Departs

Ogilvy Brisbane ECD Phil Nobay has departed amid reports of an anonymous willy drawn on the leaving card.

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.