The Drum Awards for Marketing - Extended Deadline

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Client: WaterWipes
Date: Mar 2018
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WaterWipes has launched its new global marketing campaign in the UK, ‘When a Baby is Born, a Parent is Born’, focused on the joys and challenges of parenthood. The first-ever global campaign from the Irish brand will exclusively air on TV in the UK before going live across key digital platforms. The campaign makes a deliberate stand against ‘perfect parenting’ creatives commonly adopted by parent-focused brands.

Instead, WaterWipes takes an honest, authentic and exhilarating look at parenthood. The creative follows the journey of a woman experiencing defining parenting moments in beautiful and dramatic scenes.

Manning Gottlieb OMD will handle media planning and buying and from 1 March the campaign will feature on national terrestrial TV, and run for four weeks. The TV activity will be supported by a digital video seeding plan, SkyAdSmart and VOD, utilising a combination of demographic and interest-based targeting across platforms including Facebook and YouTube to reach new and expectant parents.

Credits

WaterWipes, a global Irish brand, are the world’s purest baby wipes made with 99.9% water and a drop of fruit extract. WaterWipes were created by a concerned father looking for a better baby wipe after discovering his newborn suffered from diaper rash and sensitive skin. WaterWipes are one of the most well-known and loved baby wipe brands in Ireland and the UK. For more information, please visit https://www.waterwipes.com/uk/parent-is-born.