Infant care challenger Rascals has kicked off the summer phase of its ‘We Get It’ push, unveiling a gigantic music box on London’s South Bank.
Installed on Friday (30 May), the Rascals Music Box – created by brand experience agency Backlash – appeared as teal-wrapped mystery box that ‘unwrapped’ to reveal a music box about the height of a double decker bus.
Families, influencers and media were invited to sample products, watch the ‘We Get It’ musical advert on a big screen, see exclusive behind-the-scenes footage of the Rascals team and attempt to win prizes – including 15 years’ worth of nappies – by turning the music box handle, among other interactions.
The Rascals Music Box combined “spectacle, surprise, and play to bring our brand promise to life”, said the New Zealand nappy maker, which made its UK debut in 2019 via Tesco. It expanded into Asda and Morrisons earlier this year.
The one-day London event was the latest activation in the global ‘We Get It’ campaign that launched in January with 60-second, music video-style ad. The drive includes a global pledge to donate one million nappies across 2025 through charity, social, and community-led initiatives.
This month will see the publication of Rascals’ Parenting Report. It would explore “the raw, relatable, and often comical truths of parenting, based on input from 1,000-plus parents”, the brand said. “We’ll bring the insights globally to life through PR, social and content.”
A UK-only activation is also imminent – though Rascals was tight-lipped about the details.
‘We Get It’ would establish a “long-term foundation for how we show up as a brand moving forward in new and unexpected ways”, Rascals said. “We’re continuing to bring it to life in real, tangible ways that help parents feel seen and supported.”
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