Global comms agency Way to Blue has been handed a retained consumer PR brief for baby wipe brand WaterWipes, following a competitive pitch.
Way to Blue has been briefed to launch a series of brand campaigns to support and extend the reach of a national UK TV, print and digital advertising programme, which includes a new 30-second TV commercial, created by DDFH&B, going live at the end of the month.
Work will be will be supported by consumer and health care professional press office, sampling and experiential activity, as well as an influencer and advocate campaign.
The account will be led by Way to Blue’s consumer team lead, Jo Marino, who will report to WaterWipes’ brand and digital marketing manager, Grainne Gallagher.
Marino said: “WaterWipes is one of those rare products that not only has a strong ‘chemical free’ unique selling point, but actually does the job for which it is intended and generates a strong brand connection once the product is tried.
“A key part of our focus is stimulating discoverability for consumers and healthcare professionals at key ages and stages where parents are concerned about products that may irritate baby’s skin – such as the first four months – and where skin sensitivity exists due to allergies and eczema.”