Global FMCG giant Edgewell had appointed independent digital agency WiredCo. for a new brand launch after a three-way pitch process.
WiredCo.’s remit is to execute a brand campaign extending across media, creative, social, earned media, digital and influencer marketing. Edgewell owns personal care brands, such as Wilkinson Sword, Banana Boat, Bulldog, Schick and WetOnes.
Managing partner at WiredCo. David Kennedy-Cosgrove said: “This brief really intrigued us. The new brand sits within an FMCG category that has never had a competitor successfully challenge the mundanity of it.
"There’s a huge amount of inertia, with shoppers sleepwalking down the aisle, so we can’t wait to wake them up and introduce the new brand.”
Set to launch in April, the creative campaign takes on a challenger mentality and draws a connection that’s never been made within this category before. Its aim will be to disrupt and achieve mass awareness and consideration for the brand. Executing the campaign over a six month period with a social media focus across TikTok and Pinterest.
Managing partner at WiredCo. Michelle Hampton said: “This will be the first time our newly launched digital PR offering, WireCast is integrated into a multichannel brand campaign.
"We think we’ve come up with a cracking idea that’s very campaignable and we now have the capability to execute across all leading channels including earned media.”
Managing director – Oceania at Edgewell Ivan Nuich 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.
“We can’t wait to see what WiredCo. can achieve in this highly competitive category."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.