The battle of bedtime

"Aquafresh had launched two new kids" toothpastes – Little Teeth (for 3-5 year olds) and Big Teeth (6-9 year olds) to add to its Milk Teeth product (0-3 year olds) and wanted to engage with mums and help them solve every parent’s nightmare – the Battle of Bedtime. Aquafresh recognized that mums feel like terrible parents when their kids need fillings but they also let their kids get away with not cleaning properly every night because of the Bedtime Battle. Aquafresh came up with the Nurdles, characters who could educate kids about oral care. It teamed up with Turner to create a 90” film to run on Cartoonito every night at 6.58pm entitled ‘The Nurdle Schmurdle’. The Nurdles (Milky, Lilly and Billy) combined with a group of real life kids show children how to brush their teeth using the tooth-brushing song and dance which mums and their kids can do at home. Mums could also download the song from the Cartoonito website. The Nurdles also make appearances at London Zoo, in supermarkets, have their own storybook and monthly appearances in BBC magazines with Nurdles advertorials. Aquafresh is now number 1 in the paste market. The entire kids market has grown by £2.2m in one year, and Aquafresh kids range is responsible for £2.1m of that growth. 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.