Tommee Tippee: Advice Wipes, 2 [video] [english]

Credits & Description:

Agency: Mccann New York
Brand: Tommee Tippee
Country: USA
Advertising Agency: Mccann New York
Entrant Company: Mccann New York
Media Agency: Mccann New York
Pr Agency: Mccann New York
Production Company: Mccann New York
North American Chief Creative Officer: Eric Silver (Mccann New York)
Co-Chief Creative Officer New York: Sean Bryan (Mccann New York)
Group Creative Director: Jillian Goger (Mccann New York)
Editor: Nathan Troester (Craft New York)
Executive Producer: Catherine Patterson (Mccann New York)
Director: Spencer Riviera (O Positive)
Integrated Producer: Chandler Simms (Mccann New York)
Executive Producer: Ralph Laucella (O Positive)
Senior Print Producer: April Gallo (Mccann New York)
Executive Producer: Devon Clark (O Positive)
Creative Director/Art Director: Matt Swinburne (Mccann New York)
Design Director: David Mashburn (Mccann New York)
Global Creative Director: John Mescall (Mccann Worldgroup)
Chief Production Officer: Nathy Aviram (Craft New York)
Creative Director: Howard Finkelstein (Mccann New York)
Co-Chief Creative Officer New York: Tom Murphy (Mccann New York)
Strategy:
We targeted new and expecting parents, with a bullseye on first-time Millennial moms. Leveraging primary quantitative and qualitative research, we identified a simple, underlying insight: Being a new parent is tough – more often than not, it feels like a total rollercoaster. And in our culture of hyper-parenting, the advice is overwhelming, the opinions are conflicting, and the judgments are unsolicited. In the end, we all just want to trust instincts and feel good about the parenting decisions we make. Inspired by this insight, we homed in on relevant role for Tommee Tippee: Become a rallying cry and champion for intuitive, trust-your-gut parenting. And while Tommee Tippee is the clear market leader in the UK, it’s a relatively unknown challenger brand in the U.S. So we needed to be bold and disruptive in order to punch above our media weight and get noticed.
Execution:
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.
Outcome:
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.
Synopsis:
Tommee Tippee is the #1 baby care brand in the UK. To make their debut in the US, they needed to do something moms had never seen before in a way they’d never heard before. The American market is cluttered with baby brands. Each one eager to tout their way of doing anything as the best way advised by the most experts. But at Tommee Tippee, we believe parents should stop worrying about what so-called parenting experts have to say, take a deep breath, and trust themselves. To launch the brand in the US meant we had to break free from anything remotely traditional. We had to reach a ton of moms. We had to stand out. And we had to do it with a budget of six dollars fifty cents. Okay we had a little more than that, but not much.
Campaign Description:
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.