In 2016, WaterWipes set sights on the ultimate ambition – be market leader. WaterWipes were a new brand compared to competitors like Pampers with an established place and heritage in the baby category. In 2015, WaterWipes share of voice within the total babycare category was just 9%. We needed to connect with Mums confronted by conflicting advice – from brands, blogs and families alike. Our message is simple – our purity matches the pure love between mother and baby. Understanding this, DDFH&B found a scientific way to demonstrate the brand message – don’t let anything else come between you and your newborn. Something the pure product could truly stand over. The result of our unique scientific study of the physical and chemical changes between Mum and baby’s skin to skin contact was a film with unique impact: 500,000 YouTube views within 6 weeks, 33% Volume Growth versus 3% Decline category wide.