Macleans and The Wiggles say ‘Wiggle Whilst You Brush’ in latest campaign via PHD Content

Macleans has launched a new campaign, driven by an extensive multi-platform partnership between the GSK Oral Health brand and iconic Aussie children’s entertainment group The Wiggles created and brokered by PHD Content, PHD’s specialist content division.

The ‘Wiggle Whilst You Brush’ strategy 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.

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So the campaign centers around a bespoke 2-minute music video which features the dental brand’s superhero character Captain Macleans teaching kids how to brush their teeth, alongside his new Wiggly allies in the war against tooth decay.

Written and produced by the group themselves, the music video sees the first time The Wiggles have ever allowed a commercial brand’s character to be featured singing and dancing along with them, essentially allowing Captain Macleans to play the role of the 5th Wiggle.

The campaign will see significant retailer support during the year across multiple shopper giants including 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 significant 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 is further amplified across digital, in-store radio, on-ground activations to coincide with The Wiggles’ shows in Australia and New Zealand, and personal appearances.

Says Sonia Gouveia, brand manager at Macleans: “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.”

Says Paul Field, managing director, The Wiggles: “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.”

Says Angela Rapley, director of Content PHD: “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 AUS & NZ

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