Who says skivvies aren’t for adults?
The Wiggles have been wiggling away since 1991 and have become an Australian cultural icon in the meantime. But is their target audience really children? A series of recent appearances would suggest not.
Anybody who was a kid or has had kids in the last three decades would be very familiar with The Wiggles. They have become an integral part of every childhood in their Big Red Car constantly waking up poor sleep Jeff. But recently they have had their sights set on some slightly older targets performing an NRL-themed cover of Under The Bridge on Triple M and an ode to the Luis Suarez incident at the World Cup on their YouTube page.
Both of these performances would surely go over the heads of young children. But there is a reason behind these interesting promotional choices.
Check out their tongue-in-cheek Luis Suarez performance entitled The Last Suarez Supper:
Believe it or not, their target audience is not children. Well, not ONLY children. Children are certainly important, but there is a gatekeeper that stands in the way.
At the wiggly audience age parents have a rather large say in what is playing on the television screens. If a parent doesn’t want their child to watch a certain show, they won’t be watching it. So while the child is an important consideration for the entertainment, the parent must be brought on side first.
The longevity of the original Wiggles line-up was a great way at decreasing any risk and getting the gatekeeper on side. Simply the fact that this group had been entertaining children for a couple of decades is enough to convince anyone that the show is an appropriate choice. But then The Wiggles changed . . . .
While I have no doubt that this new line-up is fantastic, with the cast change comes a sense of apprehension that the product may not be as satisfying as it was before the change. And this is the same with any product. If Coco Pops were to change their recipe and emblazon each box with ‘New Recipe’ there would be a bit of apprehension since hoards of people loved the original.
So how do you get these gatekeepers to trust the product enough to let their most precious commodities watch it? You have to get them on side. And that means creating a couple of promotions which make adults think about The Wiggles and provide an incentive to sit down and watch the latest show with their children.
Whether it is getting in on the World Cup biting scandal to a theme from Carmen or displaying the angst between Sydney and Queensland at the State of Origin to that famous Red Hot Chilli Peppers song, these promotional opportunities act as a way to win over the parents and get them to contemplate sitting down with their kids to watch this new Wiggles offering. And it is working because there are currently almost 123,000 people thinking about The Wiggles due to their popular World Cup themed YouTube video!
It is going to take an awfully long time to get the lyrics “Suarez! Suarez! Italian you will eat. Suarez! Suarez! Chellini such a treat.‘ out of my head!