'Give me strength': Water Wipes shows how a little humour can go a long way

WaterWipes® latest campaign, 'Give Me Strength', shows that a little humour can go a long way when dealing with the crappiest parenting situations.

Every parent has a poo story so bad, you must laugh about it… or you’ll cry. 

Enter WaterWipes®… using humour in its latest campaign ‘Give Me Strength,’ to help give parents the strength to get through the crappiest of situations and take notice of a strength-giving product upgrade – new and improved wipes that are twice as strong† as before.

With research[1] showing that two-fifths (41%) of UK parents turn to humour to get through the inevitable messy moments that go hand in hand with parenting, WaterWipes® joined forces with UK social-first comedians and content creators to create a collection of jokes and exclusive content comprising of nappy stories so bad, only WaterWipes® could deal with them.

Created by Fleishman Hillard UK in partnership with WaterWipes®, the integrated earned first campaign came to life in a phased approach across multiple channels and touchpoints.

Content creator, author and podcast host Louise Boyce and comedian Chantel Nash kicked off the campaign, seeding relatable stories of poo disasters online.

A parent and baby stand-up comedy gig at renowned London comedy club UnderBelly, hosted by Louise and Chantel, shone a light on the universal “poo disasters,” sleep deprivation, and sticky-finger chaos that unite parents everywhere - proving that when it comes to parenting, laughter really is the best coping mechanism. Attended by key parenting creators and open to social followers, the event continued the conversation and feeling of community, driving rich social content and conversation.

Alongside the comedy show and partnerships, WaterWipes® shared new research which highlighted that 31%[1] of UK parents regularly swap stories about potty-training mishaps, while 29%[1] share ‘poo disasters’. The research also showed that these disasters can also bring up a range of negative emotions for parents from stress (27%[1]), anxiety (17%[1]) and feeling upset (15%[1]), so it was important that the campaign also drove to a hub showcasing the crappiest relatable poo stories and jokes for a moment of light relief and feeling of community.

The campaign was created to mark the launch of WaterWipes® new wipes, which are twice as strong† as before, giving parents more strength; as well as still being the world’s purest wipe for sensitive skin[2]. 

Whilst still live, the campaign has exceeded expectations so far with hero partners’ social content performing at over double industry benchmarks (4% v 2%[1]) and to date the campaign has a reach of 163M.

Associate creative director, Ahalya Moxon says: “When WaterWipes® came to us with a strength-giving product upgrade that deserved recognition, we knew that the creative we came up with needed cultural punch. For UK parents, humour is how they survive - sharing poo disaster stories in WhatsApp chats and Instagram feeds. We turned that into a strength, creating a comedy gig and community hub to laugh about the mess in all its glory. Proving that humour and premium positioning can coexist, with record-breaking engagement and overwhelming love from parents (on a small budget).”

† Material than previous wipes
1. WaterWipes® research conducted by Onepoll in September 2025
2. Visit waterwipes.com/claims-verification or contact info@waterwipes.com for claims comparison verification