MELBOURNE: Given the debating raging around childhood obesity, The Wiggles are rarely willing to align their much-loved brand with an FMCG product. But the children’s entertainment phenomenon has decided to bend the rules after an approach from a Melbourne-based juice bar.
The Wiggles has joined forces with Boost Juice for a four-week promotion that will get under way on 24 September.
The promotion features four specially created 250ml refillable mugs – each featuring a new Wiggle design to be released each week and filled with Boost Juice drinks.
Anthony Field, better known as the Blue Wiggle, said the entertainment group is conscious of its responsibility as role models to young children, and therefore takes the endorsement of any product very seriously.
Field said the group was careful to assess the Boost products on a number of levels before getting involved with the program.
“We only endorse products that are nutritionally balanced snacks suitable for children. We employ the use of an independent nutritionist who reviews ingredient listing, RDI per serves of energy, protein, fat, carbohydrate, sugars and vitamin/mineral content to ensure that the product we endorse is just right for children.”
Simon McNamara, CEO of Boost Juice Bars, said getting the Wiggles on board was an exciting development for the brand.
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