Australia – Naturally-led UK mouthcare brand Waken has unveiled its new integrated brand campaign with independent digital and creative marketing agency WiredCo.
Extending across creative, media, social, earned media, and influencer marketing, the six-month campaign aims to position the brand as a challenger to disrupt the dental care supermarket aisle.
In a persuasive open letter, the brand turned traditional perceptions of dental products being ‘ugly’ as sin on its head. While also showcasing the aesthetically pleasing looks of Waken’s product, the light-hearted piece of hyperbole aims to create an entertaining launch moment focusing on the brand’s aesthetic qualities, efficacy, and sustainability.
“When you think about the steadfast duopoly in the toothpaste category that hasn’t changed for decades now, there’s no way a new brand can compete if it just talks about efficacy. Our WireTapping research discovered 46% of Australians are so embarrassed by the look of their toothpaste, they hide it!” WiredCo.’s Managing Partner, David Kennedy, explained.
Simon Duffy MBE, founder of Waken Mouthcare, also commented, “WiredCo. Confirmed our suspicions through the research that Australians are sleepwalking down the dental supermarket aisle and buying the same brand every single time (80% of us) without asking why or with any level of meaningful consciousness.”
He added, “Really interestingly, they discovered this ‘automated’ behaviour has much less to do with brand loyalty and everything to do with there being no better-for-you option available.”
Supported by a highly targeted two-channel-only paid digital media strategy, WiredCo. utilised Pinterest and TikTok for the campaign.
“We know TikTok is the number one engagement channel for beauty and health brands, and Pinterest was an obvious choice for driving awareness amongst an audience that is inspired by beauty in all aspects of life,” Kennedy explained.
The campaign also includes an always-on approach to earned media, along with significant native content-driven influencer marketing led by brand partnerships with TV personalities Angie Kent and Cherie Barber.
