WaterWipes: How proving ineffectiveness was hugely effective

This case study describes how Water Wipes, a baby wipe brand, used a simple, stripped back campaign to explain that its products are chemical free and appeal to new mums in the UK and Ireland.

WaterWipes: How proving ineffectiveness was hugely effective

Campaign details

Brand: WaterWipesAgency: DDFH&BAdvertiser: Irish BreezeCountry: Ireland

Campaign Background & Summary

WaterWipes is a truly unique product. Edward McCloskey1, a new parent of a baby with severe nappy-rash realised that no chemical-free wipes existed2 and so he set about inventing some. Four years of scientific development and manipulation of water molecules followed, leading to a genuinely revolutionary World's First of a product3. But, being the only chemical-free offering was not enough.

From 2011 WaterWipes was available in multiples but...

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