• by Larissa Faw , May 9, 2017

WaterWipes is launching its first U.S. advertising campaign to raise awareness for the Ireland-based baby product. In the UK, the brand holds a strong share of the baby wipe market.

The brand is hoping to parlay some of that success here.

The “If You Can’t Say It” campaign is designed to raise awareness of the ingredients in baby products and encourage parents to take a harder look at their packaging to seek out ingredients they can actually pronounce. The implication is that unpronounceable ingredients are more likely to contain chemicals that might cause skin irritations on sensitive skin.

The company's message claims no other nationally available wipes have so few ingredients. It is the only baby wipe to have a National Eczema Association Seal of Acceptance Rating of 5 out of 5.

Zeno Group is responsible for PR, social engagement and strategy, as well as the educational videos that are meant to introduce parents to what makes this product different. It is comprised of just two chemical-free ingredients.

More than half of Millennial parents (63%) are concerned when they see more than two ingredients in a baby-wipe product, according to a recent WaterWipes survey.

The campaign will run through the summer. Generator Media is placing all of the buys, which are focused on digital to mirror Millennial mom media habits.

Targeted buys will primarily focus on Facebook, YouTube,and Instagram, as well as baby/mom-focused sites, such as What to Expect and BabyCenter.

WaterWipes are available at major U.S. retailers, including Amazon.com, Walmart, Target, buybuy BABY, Babies ‘R Us and Walgreens.