American moms are constantly bombarded with advice, judgment, and experts telling them the best way to do everything. It’s often conflicting and contradictory and it’s always useless. Tommee Tippee encourages parents to ignore that advice and trust their own instincts. But with so much unwanted advice to go around, there must be something we could do with it. So we gathered 16,000 baby magazines, 11,000 baby books, and recycled it into something parents can actually use: real baby wipes. Introducing Tommee Tippee Advice Wipes. Made from real overwhelming baby advice.

To launch the product we had to make sure we captured the attention of American moms everywhere. So we created an accompanying video that proved integral in sharing the product and the message behind it.

We took all the advice to an actual paper processing plant. Pulped it, mulched it, and turned it into usable, functioning, packaged baby wipes.

We then sent the Advice Wipes to hundreds of influential mom bloggers across the country, who then shared them with their communities. The story was picked up on the Huffington Post, the Moms syndicated news show, and hundreds of influential blogs. Soon moms everywhere had something to do with all that unwanted advice.

To launch the product, we created a witty, clever video full of surprising parenting insights highlighting every step of the wipe-making process.

The work ran on social channels but most traffic was earned through a ton of sharing and free press.

Advice Wipes yielded Tommee Tippee’s most successful brand launch with a reach of over twelve million, over eight million organic views, 350,000 shares, 100% positive sentiment, and it launched Tommee Tippee into the cluttered American baby brand market with double digit sales growth.

In fact, the launch was so successful, the wipes are slated for nationwide release.