Australia – Advertising agency WiredCo. has launched a major new campaign for Reckitt’s hygiene brand, Dettol, who has partnered with The Wiggles to find a way to turn handwashing into a fun experience for both parents and children alike.
The partnership approaches handwashing from a fun standpoint, using a trusted role model and music to build memory structures that teach children to wash their hands properly.
To raise awareness of the partnership, WiredCo was appointed to develop the ‘Wash Like The Wiggles campaign’, which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week in ANZ, centred around a song and a simple dance routine and music video that was co-created with The Wiggles.
Alongside this, a new Dettol Kids Colour Foaming handwash has been created with The Wiggles, which helps making handwashing fun, and is available in multiple stores across the ANZ region.
To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.
Talking about the partnership and the campaign, Holly McCarthy, marketing director for Reckitt ANZ, said, “During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst 3–6-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.”
“After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help.” she added.
Meanwhile, David Kennedy, partner at WiredCo., commented, “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.”
