We invented the Nurdles, lovable toothpaste characters who orchestrated fun bonding experiences before the bathroom. Kids love singing, dancing and learning songs - and repetition is imperative to getting a message across. We teamed up with Turner to create a 90” film to run on Cartoonito (kids’ channel) every night at 6.58pm – catchily titled ‘The Nurdle Schmurdle’. The Nurdles, and a group of real life kids show children how to brush their teeth using a toothbrushing song and dance which mums and their kids can do at home. The content was also streamed on the Cartoonito website where mums downloaded the song. The Nurdles had a variety of other homes: in a broadcast vox pop ad; appearances at London Zoo, supermarket visits, their own storybook which 80,000 mums have now ordered and monthly appearances in BBC magazines with a series of ‘Nurdles advertorials’.

Aquafresh is now number 1 in the kids paste market. The kids market has grown by £2.2m in one year - Aquafresh kids range is responsible for £2.1m of that growth.

We created appointment to view advertising. The ratings for the Nurdle Schmurdle are matching many popular programmes on Cartoonito and the Schmurdle is the most downloaded piece of content on the whole Cartoonito website. “. 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.. '' Caroline Karlstromer Marketing Director Aquafresh UK