Partner Article

Matey Partners with Cream To Celebrate New Era of Britain’s Best Loved Kids’ Bubble Bath

Elida Beauty’s Matey has partnered with independent full-service agency Cream on a new campaign to celebrate Britain’s best loved kids’ bubble bath.

As Matey’s media partner, Cream was briefed to plan a campaign aimed at reaching parents with children aged 3-10 in the UK; generating excitement around Matey’s diverse characters, making water fun for kids and sharing the message that hypoallergenic Matey is the perfect choice for sensitive skin when delivering bubbly fun.

Cream undertook extensive audience segmentation, identifying ‘Matey parents’ and overlaid their findings with media consumption and retail trends. The result is a social-first media campaign, geo-targeted to both London and the West Midlands.

The innovative creative was created and produced by multi-media production company Echo Velvet. The concept marries the unscripted dialogue of real children with animation. The children were cast by leading casting directors who previously cast shows such as Gogglebox and Britain’s Next Top Model. The animations, created by award-winner illustrator Rory Waudby-Tolley and US animator Sam Niemann, also feature Matey characters including Molly Mermaid, Hamina Surfer and Jasper Pirate and have been designed to reflect the brand’s key messaging of inclusivity and water as a source of fun. The campaign launched Monday 19th June.

Charlotte Parks - Taylor, Cream Co-Owner and CSO, said: “Matey is a wonderful brand that puts the fun into bath time. Once we had identified our Matey Parents, we were able to identify where they hang out – from socials to shopping – to create a robust media plan that will ensure parents know all about Matey’s wonderfully diverse array of characters. Bring on the bubbles!”

Tommy Turnbull, Echo Velvet’s Series Producer, said: “We were delighted to be asked by Elida Beauty to conceive a new concept that brought the Matey brand to life by focussing on the people that matter: the kids themselves! The casting process was nationwide and it was great fun capturing the kids’ real conversations as they let their imagination loose on the adventures they could have with the Matey characters.”

Cleo Hector, Matey Marketing Manager, said: “Matey believes fun in water is an essential part of childhood, from paddling pools to rock pools and to bubble bath adventures. Our diverse characters and fun approach underline our commitment to encouraging kids to have fun in the water, no matter what background they are from.”

This was posted in Bdaily's Members' News section by Business News .