WiredCo. announces its appointment to Edgewell

WiredCo. has been appointed to global FMCG giant Edgewell, home to some of the country’s leading personal care brands, such as Wilkinson Sword, Banana Boat, Bulldog, Schick and WetOnes.
 
The agency's remit is to execute a brand campaign extending across media, creative, social, earned media, digital and influencer marketing.
 
The launch will see the group shake-up a leading category in supermarkets, which has largely been dominated by a duopoly for decades.  

David Kennedy-Cosgrove, managing partner at WiredCo., said of the appointment: "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."

The creative campaign, set to launch in April, 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. 

Michelle Hampton, managing partner at WiredCo., said of the upcoming campaign: "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."

The appointment will see WiredCo. executing the campaign over a six month period with a social media focus across TikTok and Pinterest.  

Ivan Nuich, managing director – Oceania at Edgewell, said on why WiredCo. was appointed: "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," Nuich added.

WiredCo., is a growing and awarded independent digital and creative business; home to some of Australia’s most loved brands such as Pizza Hut, R.M.Williams, Red Bull, Assembly Label, Indeed, Maurie & Eve, and Georg Jensen; all wrapped up in a people-first culture.