Wavemaker Launches 'Mummy Diaries' for Carex featuring Sam & Billie Faiers

Carex has launched a new partnership with hit ITVBe show ‘Sam & Billie Faiers: The Mummy Diaries’ to demonstrate to new Mums that nothing should stop them and their families from getting stuck into life, with Carex always there to clean, care and protect.

The campaign is the collective work of Wavemaker North, Potato, and Carex creative partner Iris, with Wavemaker North ultimately challenged with creating a media and content strategy to drive brand growth. From the initial brief, the idea of a Mummy Diaries partnership was born to tap into the ‘new Mum’ audience, an idea brought to life using six-childlike messy play scenarios that feature the show’s stars Sam and Billie Faiers and their children, Paul and Nelly.

Ian Henderson – global head of brand for Carex, said: “Carex is the UK’s no.1 handwash and hand gel trusted by families for over 25 years. This year will see an increased investment across the Carex Portfolio as we relaunch the brand, taking another step in our category leadership on both product claims and steps to help families reduce their plastic footprint. Connecting with new Mums and young families who want to get stuck into life is key to the relaunch campaign. We are truly excited for Carex to be working in collaboration with Sam and Billie and ITVBe’s The Mummy Diaries – we believe the partnership is a natural fit for Carex and a brilliant platform for us to communicate our relaunch from.”

Beth Smith, partnerships director at Wavemaker North, added: “The team saw an opportunity to create an exciting and heartfelt partnership between Carex and the Mummy Diaries in collaboration with ITV, Potato and Iris. Wavemaker North wanted the partnership to truly resonate with Mums in a contextually relevant way. The creative conveys that Carex families are not afraid of getting dirty and having fun with their children. They love messy play and we were able to bring those situations life, with Carex always being on hand to clean up afterwards.”

Michael Kelpie, managing director at Potato, added: “We are thrilled to be working closely with Carex on this new partnership for ‘Sam & Billie Faiers: The Mummy Diaries’. Carex is a great fit for us with a very clear focus on the positive family values at the core of both our brands.”

Claire Heys, creative partnerships & content director, at ITV added: "’The Mummy Diaries’ is one of our biggest and most loved shows on ITVBe and this new and innovative partnership with Carex highlights how we can work with brands to create bespoke opportunities across our channels."

The campaign will be live from Wednesday 11th September, and will run for nine months across ITV, ITVBe, ITV Hub, as well as supported by social activation on show stars Samantha Faiers and Billie Shepherd’s Instagram channels and across Carex own social platforms.