GSK has appointed Jungle Creations to create a series of social-first campaigns that showcase its oral care products.

The 10-month partnership, led by Jungle Creations’ creative agency, The Wild, centres around GSK’s oral care brands Poligrip, Aquafresh, Corsodyl, Sensodyne and Pronamel.

The first campaign to launch is the Poligrip sponsored Divorced, Dating and Dentures, a three-part daring series featuring denture-wearing divorcees who are getting to know each other over a romantic meal.

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Directed by Mark Henderson, series producer of Channel 4’s Celebrity First Dates, the series will be released in the lead up to Valentine’s Day via Jungle Creations’ news and entertainment brand, VT, and will be supported with Facebook and Instagram Stories, YouTube, IGTV and written editorial.

Jungle Creations will produce almost 70 pieces of content to be distributed across Jungle Creations’ owned and operated media brands, VT, Craft Factory, Four Nine and Level Fitness.

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Craig Percival, GBI Consumer Healthcare Marketing Director at GSK, said: “We are excited to be working with a new partner, Jungle Creations, to create compelling content for our oral health brands and deliver it in a relevant environment where our consumers will be able to engage with it.”

Jungle Creations’ Craft Factory will publish a series of videos to inspire families to get creative with Aquafresh and build excitement around brushing teeth during periods like Easter and Halloween.

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Molly Tappin, Head of Branded Creative at The Wild, added: “GSK is a multinational powerhouse, so when Platform GSK asked us to collaborate with them across five of their oral care brands, we leapt at the chance.

“Due to their distinct positionings in market and alignment with several of Jungle Creations’ media brands, we saw huge potential in one media owner creating campaigns across them all.