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

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:



Please login with linkedin to comment

AIMIA awards Captain Macleans Kontended Macleans Wiggle While You Brush

Latest News

Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]


by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]