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...