To protect their standing as UK’s no 1 hand wash, Carex wanted a campaign that communicated to young families their core brand message: that dirt shouldn't get in the way of getting stuck into life.
In a media first, we partnered with the ITVBe’s Mummy Diaries and ex-TOWIE mums Sam and Billie Faiers.
Our idea was to create a Carex version of the popular handclap rhyme ‘Tic Tac Toe’ that each mum and child would perform across various scenes, carefree about dirt and mess.
The campaign involved two ads shot with Karen Cunningham, a social campaign from each mum and product placement throughout the show.
So far there's been a hugely positive response online, and a fair few comments from mums about learning the rhyme.