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WiredCo. bags creative remit of FMCG Edgewell, to launch its new brand

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Global – After a three-way pitch process, Australia-based advertising agency WiredCo. has been appointed by global FMCG giant Edgewell to craft a campaign for its new brand launch. The remit extends across media, creative, social, earned media, digital and influencer marketing.

The creative campaign, which is set to launch in April, aims to raise the mass awareness and consideration towards the parent brand, which is home to some leading personal care brands, such as Wilkinson Sword, Banana Boat, Bulldog, Schick and WetOnes.

In line with this, the new brand launch will also see the group moving up to the leading category in supermarkets.

David Kennedy-Cosgrove, managing partner at WiredCo., said that the new brand aims to break norms in the FMCG category that has never had a competitor successfully challenge its mundanity.

Another managing partner at WiredCo. Michelle Hampton, added that they came up with an idea that is very ‘campaignable’ and they’re now capable of executing it across all leading channels including earned media.

Meanwhile, Ivan Nuich, managing director of Edgewell at Oceania, said, “What really stood out about the team at WiredCo. was their demonstrated ability to come up with a bigger overarching campaign idea that was clearly backed up by data and marketing science, and the technical specialism to show where it needs to live in market for maximum impact.” 

Works from the campaign will be executed for six months with a social media focus across TikTok and Pinterest.

WiredCo.’s portfolio of brands include Pizza Hut, R.M.Williams, Red Bull, Assembly Label, Indeed, Maurie & Eve, and Georg Jensen.

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