Global FMCG giant Edgewell appoints WiredCo. for major new brand launch

Home to some of the country’s leading personal care brands, such as Wilkinson Sword, Banana Boat, Bulldog, Schick and WetOnes; global fast moving consumer goods (FMCG) giant Edgewell, announced the appointment of WiredCo. after a three-way pitch process.

What does the partnership mean for WiredCo.?

Hired for a brand launch, WiredCo.’s remit is to execute a campaign extending across media, creative, social, earned media, digital and influencer marketing. This will see the group shake-up a category in supermarkets, which has been dominated by a duopoly for decades.

David Kennedy-Cosgrove, Managing Partner at WiredCo. 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.”

Michelle Hampton, Managing Partner at WiredCo., comments on the 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.”

What does the partnership mean for Edgewell?

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

Ivan Nuich, Managing Director – Oceania at Edgewell, commented: “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.”

WiredCo., a Campaign Asia and AdNews Agency of the Year, is one of Australia’s fastest-growing and most awarded independent digital and creative businesses; 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.