Skincare brand MooGoo has entered the children’s oral care market through a 12-month branded-content partnership with children’s entertainment group The Wiggles.
The launch introduces four distinct flavours: Strawberries & Cream, Vanilla Ice Cream, Watermelon Sherbet, and Blueberry Smoothie.
The campaign features a refreshed version of The Wiggles’ 2020 music video ‘Brush Your Teeth’ which has garnered over 29 million views on YouTube.
This updated content promotes MooGoo’s new ‘Kids Moothpaste’ line, using music, movement, and repetition to help establish positive daily oral hygiene habits among young children.
The initiative is rolling out across YouTube, organic and paid social media channels, in-store retail activations, e-commerce integrations, and MooGoo’s direct-to-consumer platforms.
The product has a recommended retail price of $7.5 and is available through major retail partners and online via MooGoo’s website.
The retail rollout coincides with preparations for The Wiggles’ national ‘Sparkle! Big Show’ tour, which commences on October 24.
Commenting on the launch, Melody Livingstone, CEO of MooGoo, said that the year-long media strategy aims to integrate the brand into family routines through trusted, familiar entertainment content.
“The Wiggles turn everyday routines into something children genuinely want to join in with,” says the mum-of-one. Brush Your Teeth uses music, movement and repetition to encourage them to brush along from beginning to end,” said Livingstone.
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