Macleans faced significant decline over recent years
2016 had seen sales drop by a very troubling
Our objectives were therefore:
Increase category share
Reach as many of our target Audience (parents of young kids) as possible
No easy task in a highly competitive category.
The Kids’ Toothpaste category is tough in ANZ.
Familiar brand leaders like Colgate and Oral B dominate the category.
Their focus on heavy discounts and price promotions, coupled with significant media investment, meant that challenger brands like GSK’s Macleans had to work twice as hard to cut through.
Macleans’ key challenge was find a way to stand out.
Stand out at the point of purchase, but crucially in the hearts and minds of mums across Australia and New Zealand.
It’s a cliché to say that mums are time-poor, but it’s never been truer.
Australian mums are constantly juggling the demands of kids, me-time, family and work.
In fact, a recent study concluded that on average parents were only spending 34 minutes per day of quality time with their children.
Time spent supervising their children brushing their teeth was NOT seen as quality time.
‘Brush time’ was often seen by parents as tedious or a chore. Not to mention the fact that most kids hated it…
it is, more often than not, filled with parent and child CONFLICT (if you’ve ever had to wrestle with a three-year-old who stubbornly doesn’t want to brush their teeth, you’ll completely understand!)
But what if Macleans could change all that?
Turn brush time into a chance for mum to spend quality time with her child.
Transforming brushing from a CHORE and CONFLICT into a moment of family CONNECTION.
The Wiggles are childhood icons in Australia. They have sold 30 million albums and DVDs across 26 years.
Their unique blend of music, dance and child-friendly ‘edutainment’ has catapulted them to global stardom.
This made them the perfect partner for Macleans to help transform brush time.
So in a unique partnership with The Wiggles we created new oral health dance craze…..
“WIGGLE WHILE YOU BRUSH”
Across TV, online, social and in-store, we encouraged kids, and their parents to have FUN together at brush time.
All the while learning the importance of brushing ‘up and down and round and round’ with Macleans.
At the heart of the campaign was a colourful, fun and educational music video.
Written/produced by The Wiggles, the music video challenged kids to brush their teeth “for as long as the song goes” (conveniently, the 2-minutes recommended by Australian dentists).
The music video also featured ‘Captain Macleans’. Macleans’ long-term brand ambassador.
This was the FIRST time in their 26-year history that The Wiggles had EVER allowed another brand’s character to appear with them in any of their content – with Captain Macleans effectively becoming the 5th Wiggle.
This was integral in helping to ensure that Macleans clearly stood out from the rest of the category.
The ‘WIGGLE WHILE YOU BRUSH’ song and dance was designed to be highly infectious and fun.
Sprinkled with educational messages, encouraging kids to ‘’brush your teeth twice a day with the hero against tooth decay” the brand’s very own Captain Macleans.
We launched ‘Wiggle While You Brush’ at one of Australia’s biggest live family events - Carols in the Domain.
This iconic event attracts 80,000 attendees and a 2.3 million TV audience (10% of the Australian population)
Via a unique Facebook competition, we gave one lucky family the chance to dance LIVE on stage with The Wiggles and the entire Carols cast at the TV show finale.
To really ingrain the dance craze into brushing occasions, we programmatically amplified our video content across mornings and early evenings, targeting parents at times when they were with their kids.
‘WIGGLE WHILE YOU BRUSH’ helped to create amazing cut-through in the minds of mums.
But we knew we had to cut through in store to reverse sales declines.
We created branded point-of-sale assets and bespoke in-store display trays which when pressed played excerpts from the ‘Wiggle While you Brush’ content.
In collaboration with Australia’s major retail partners Coles, Woolworths, IGA and Countdown in New Zealand, we created unique consumer promotions on Facebook, giving families the chance to meet their heroes at The Wiggles end-of-year arena shows all over Australia and New Zealand.
At ‘The Wiggles’ Big Show arena tour, we created an interactive family activation where we gave families the opportunity to create their own personalised version of ‘Wiggle While You Brush’ video to share on social
In addition, Macleans brand ambassadors were there to hand out Macleans/Wiggles Brush Time tooth charts to 5000 happy families coming out of the concert.