Waterwipes: How showing ineffectiveness proved to be dramatically effective for a plucky little Irish business

This case study describes how WaterWipes, chemical-free baby wipes from Ireland, used the meaningful emotional difference in communications to grow the brand.

Waterwipes: How showing ineffectiveness proved to be dramatically effective for a plucky little Irish business

Agencies: DDFH&B and OMD

Introduction & Background

The story of WaterWipes demonstrates the effectiveness of advertising in its purest form - i.e. take a great product, bring it to the masses in the right way and watch demand become so great that you have to build a brand new factory just to keep up with it! To fully appreciate the story of the brand, we need to first briefly tell the story of the man behind it - Louth native Edward McCloskey.

Edward's father set...

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