Any parent will tell you that ‘Brush time’ is tough.

(If you’ve ever had to wrestle a three-year-old, who stubbornly refuses to brush their teeth you’ll completely understand!)

For most parents it’s seen as a necessary evil.

Some parents are forced to resort to bribes or tricks to get their kids to brush properly.

And for kids, brushing your teeth is simply something to be avoided at all costs.

All in all, brush time is not fun...for anyone.

Parents are looking for ways to make it easier and kids are looking for ways to make them forget they are doing it!

This was the big opportunity for Macleans.

Turn ‘brush- time’ from a moment of parent-child CONFLICTt, to a moment of family CONNECTION.

We launched our campaign at Australia’s biggest live family event - Carols in the Domain.

Attended by 80,000 people and reaching +10% of the population on TV.

Via a Facebook competition we gave one lucky family the chance to dance LIVE on stage with The Wiggles.

We programmatically amplified our music video across mornings and early evenings, targeting parents at ‘brush-times’.

While this activity created cut-through in the minds of parents, we knew we had to cut through in store to reverse sales declines.

We created branded point-of-sale assets and bespoke in-store displays, which when pressed played excerpts from the song.

In collaboration with Australia’s major retail partners, we created promotions giving families the chance to meet their heroes.

At ‘The Wiggles’ Big Show arena tour we created an interactive family experience.

Allowing families to create their own personalised version of ‘Wiggle While You Brush’ video to share on social.

Our results have surpassed all expectations:

We reversed the -18.1% decline of children’s toothpaste in 2016.

Instead the brand grew to +22.5%, a huge growth of 41% YOY.

Category share increased by 40% YOY.

The ‘WIGGLE WHILE YOU BRUSH’ video reached nearly 1 million (985,000) of the target audience (parents of young children 0-5) within the first 6 weeks of launch.

To date nearly 80% of all Aussie parents have watched the Macleans and The Wiggles video and ‘WIGGLED’ while they brushed with their children.

*This was the only activity running across the period. All results are directly attributable to this campaign