WaterWipes / #ThisIsParenthood

This Is Parenthood is a socially-led brand platform that deconstructed the myth of ‘perfect parenting’ - fundamentally changing the conversation - in category and in broader culture.

After commissioning a global survey of over 13,000 parents, we found that over half of them felt like failures thanks to what they saw in advertising and on social media. But if a lack of honesty was disempowering parents, then perhaps a little more honesty could give them a bit of much needed self-belief. And who better to do that than the world’s purest baby care brand? The #ThisIsParenthood platform was born.

Despite working with only a fraction of the budget of conglomerrate competitors, #ThisIsParenthood generated a 75% share of culture VS competitors, a 5% increase in sales in key markets and helped WaterWipes become the #2 wipe brand on Amazon in the US.

It won accolades including the Grand Prix at The Drum Content Marketing Awards, a 2021 Diamond Sabre, a Creative Circle silver award, a Campaign Brand Film award and was voted one of Contagious’ ‘World’s Best Strategies’ of 2019.