Wet Ones Launches Bold 'Hand Butts' Out-of-Home Campaign
Edgewell’s new marketing strategy uses provocative imagery to capture younger consumer attention.
1Strategic Brand Refresh
Edgewell Personal Care launched a major marketing campaign for Wet Ones, its antibacterial wipe brand, after years of inactivity. Partnering with agency BBH USA, the company aimed to capture a younger demographic. The initiative seeks to revitalize the brand's presence in the competitive hygiene market through bold, unconventional creative storytelling methods.
2Consumer Insight Foundation
The campaign originated from research indicating that over 50% of consumers use hand wipes on intimate areas. Edgewell’s marketing head, Nicole Harris, identified this surprising behavior as a unique opportunity for humor. This insight served as the core creative spark, moving the brand away from traditional, sterile advertising toward something more provocative.
3Visual Illusion Technique
BBH USA developed the 'hand butts' concept, featuring extreme close-ups of fingers that visually resemble human posteriors. Creative director Yohan Daver emphasized that the goal was to trigger a double-take from passersby. By creating a visual illusion that feels real, the campaign aims to turn a simple product into a cultural moment.
4Extensive Media Deployment
The campaign utilized a comprehensive out-of-home media strategy across New York City, including LinkNYC kiosks, transit shelters, and digital newsstands. Photographer Ale Burset, a recipient of over 60 Cannes Lions awards, captured the imagery. Interactive walls were also deployed to dispense product samples directly to pedestrians, enhancing the physical engagement of the campaign.
5MTA Rejection Impact
The Metropolitan Transportation Authority rejected the campaign for being too risque, effectively banning it from the subway system. Rather than stalling, the brand leveraged this rejection to generate earned media and public interest. This pivot forced the team to quickly adapt their media plan, ultimately adding a layer of narrative depth to the story.
6Agility and Speed
Speed was a defining characteristic of the campaign's execution, with the team turning around new creative assets within hours. This agility allowed the brand to respond to social media chatter and competitor banter in real-time. Harris noted that such rapid response times were unprecedented during her tenure at the Edgewell organization.
7Influencer and Social Integration
Wet Ones partnered with reality TV star Kyle Cooke for a social media stunt involving celebrity gossip account DeuxMoi. This digital strategy complemented the physical out-of-home presence, ensuring the campaign reached online audiences. The brand successfully utilized these channels to drive conversation and maintain momentum throughout the busy cold and flu season.
8Retailer and Market Response
The campaign has generated positive feedback from both consumers and retail partners. By moving beyond traditional hygiene advertising, Wet Ones successfully differentiated itself in a crowded market. The success of this initiative highlights the effectiveness of bold, insight-driven creative strategies in modern brand marketing, even when faced with initial regulatory hurdles.
Original article: Marketing Dive — Wet Ones Launches Bold 'Hand Butts' Out-of-Home Campaign