WaterWipes® Showcases Parents' Journey in New Global Campaign "When a Baby is Born, a Parent is Born"

The heart of the first-ever global campaign from the Irish brand includes a video which will be revealed on digital platforms (view here) and will air on TV in the U.K., which aims to be an authentic and exhilarating look at parenthood – from apprehension to elation, from turbulent moments to those of pure bliss. The creative follows the journey of a woman experiencing defining and emotional parenting moments in beautiful and dramatic scenes.  The milestones are mimicked by her engagement with the water: leaping into the waves, being swept up in the chaos and strength, only to experience its calmness.

"Parenting is full of your highest highs and lowest lows, and we wanted to bring that to life in a way that felt powerful and true," said Sarah Lipes, brand marketing manager for WaterWipes USA. "Crashing waves signify rough times and tranquil water brings us back to those intimate, beautiful moments. As a brand that was founded by a parent, it's important for us to accurately capture the parenthood experience and showcase the entirety of the journey."

WaterWipes conducted focus groups and partnered with Mother.ly, an online resource and community for new moms, to uncover real thoughts and feelings from new parents. Mother.ly surveyed nearly 1,000 new mothers and the parenthood study found:

Biggest Life Changes

• 91 percent said that having a baby was the biggest transition in their life so far, compared to getting married, buying a house, and graduating college.
• Half of the women surveyed (51 percent) said that 'trying to have it all' was the biggest stressor for new moms, followed by physical and mental recovery.
• Of the women surveyed, the top four adjectives used to describe parenthood were: challenging, amazing, exhausting and overwhelming.

Relationship Changes

• More than half of the parents surveyed (54 percent) said they are more patient and appreciative of their partner after having a baby.

From these parenting truths, WaterWipes, in addition to showcasing via the new campaign, is encouraging parents to celebrate both the perfect and imperfect moments. Partnering with new mom, creative director and influencer Whitney Port, WaterWipes will kick off the campaign with a panel discussion in New York City to give moms and dads a platform to discuss the beautiful and chaotic journey of what it feels like to be born as a parent.  To follow along and share your parenthood journey, use #ParentIsBorn and follow @WaterWipesUSA on Facebook, Twitter and Instagram.

WaterWipes are available in retailers nationwide including Amazon.com, Walmart, Target, buybuy BABY, Walgreens and more.  

Survey Methodology 
This survey was conducted by 965 Motherly Insights Panel respondents between December 19, 2017 and January 3, 2018.

About WaterWipes
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 in the UK and are now available in the U.S.  For more information, please visit https://www.waterwipes.com/us/parent-is-born.

Media Contact:
Maureen Murray
Zeno Group for WaterWipes
[email protected]

SOURCE WaterWipes

Related Links

https://www.waterwipes.com