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.
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)
Angela Rapley – project lead/ director of content, PHD
Anneliese Immerz – planning manager, PHD
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: