• by Fern Siegel , 4 hours ago

Miss Mouth has become a sensation on social media — a stain-fighting phenomenon that's kid-safe. 

She even won a Good Housekeeping Parenting Award.

Now, she's making her debut at Walmart, as well as kicking off a new campaign. The first spot just launched on Instagram. Media buys in a few weeks include streaming TV platforms and paid social.

The creative is by Scratch Collective. The spot shows Miss Mouth removing everything from spaghetti sauce to coffee spills. 

Miss Mouth’s Messy Eater Stain Treater includes 4 oz Spray, 12 oz Spray, 1-Pack Pens, 3-Pack Pens and 5-Pack Wipes. The latter three created specifically for Walmart.

“Miss Mouth’s went viral because it actually works and parents love it. With this campaign, we wanted to keep that magic going and make sure people remember the name when they spot it on Walmart shelves. It’s all about turning those online fans into everyday shoppers,” Heather Torreggiani, founding partner, The Scratch Collective, told Agency Daily.

The brand is also working with Collectively to launch an influencer campaign to support the introduction of Miss Mouth and the Walmart rollout. 

The stain fighter can be found at www.hatestains.com or on Instagram at www.instagram.com/missmouthsmagic.  

“Miss Mouth’s brings a fresh, playful energy to a category that’s often anything but fun,” added Sara Young, Chief Commercial Officer at Thrasio, parent company of Miss Mouth’s. “She embodies the beautiful mess of real family life.”

Scratch Collective's client work includes Crumbl, Wow Bao and Shiru.