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CASE STUDY: TMi create 'The Nurdle Shmurdle' for Aquafresh

Provided by Turner Media Innovations
Aquafresh launched 2 new kids toothpastes helping ease the bedtime routine with Turner's Cartoonito TV channel and its website

What was the Challenge / Background of the Campaign?

Aquafresh was launching 2 new kids toothpastes; Little Teeth (for 3-5s) and Big Teeth (for 6-9s ) to add to its existing Milk Teeth (1-3s) product line. Aquafresh wanted to engage mums and help to ease the often difficult routine of getting kids to brush their teeth before bedtime. Aquafresh had 3 cute characters, based on a 'nurdle' of each toothpaste variant ... this is where TMI came in. TMI's Cartoonito is a fun place where pre-school children can explore their world in a fun way with a TV channel and website filled with interactive content creating a perfect brand fit.

What was the Campaign Objective?

To raise awareness of the new products that Aquafresh were launching and to help ease the often difficult routine of getting kids to brush their teeth before bedtime.

What was the Solution?

Do The Nurdle Shmurdle! TMI devised and created a fantastically engaging piece of 90 second commercial film we named The Nurdle Shmurdle. Plus, we created a solus break position on Cartoonito every single night at 18:55, to make it an integral part of the Cartoonito bedtime closedown schedule and create appointment to view advertising. The Nurdle Shmurdle invites kids to get up and join in with a fun, catchy song about brushing their teeth, before saying goodnight to the Nurdles as they go off to bed.

What were the Results?

The kids toothpaste market has grown by £2.2m in one year - Aquafresh kids range is responsible for £2.1m of that growth. The ratings for the Nurdle Shmurdle are matching many popular programmes on Cartoonito and the Shmurdle is the most downloaded piece of content on the Cartoonito website. Crucially, that success is translating into sales. Aquafresh is now number 1 in the paste market and has grown overall kids oral care share by 4.5 points in the space of a year.

What were the Key Learnings of this Campaign?

'Working with TMI and our media agency MediaCom to create the Nurdle Shmurdle has been a truly inspiring project. The characters have made the Aquafresh brand come alive in the eyes of our consumers and has connected with both parents and children in a really exciting way. Not only are the characters Milky, Lilly and Billy loved in their own right, but they have also contributed to market leadership for Aquafresh in the children's oral care category. '' Caroline Karlstromer, Marketing Director, Aquafresh UK.

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BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kKids aged 3-9 years old and their parents.
0 - 9Both
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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