WaterWipes drops neuroscience-backed clean-up anthem to tackle nappy change stress

WaterWipes has launched a science-built song designed to tackle one of parenting’s most stressful daily moments: the nappy change.

At the centre is The Wipe Up Dance: a first-of-its-kind track engineered using neuroscience and music theory to hold babies’ attention and turn chaotic clean-ups into smoother, more engaging routines, sung here by superstar and parent, Pixie Lott, who recently posted about her love for the song and the products.

The campaign was also covered by creators across the parenting and lifestyle space, including BBC radio presenter Yinka Bokinni, Diversity member Sam Craske and his wife Megan Vail, and content creator Char Victory. Content has amassed 500,000+ views and counting, with above-average engagements and positive reviews from parents incorporating the song into their routines.

The campaign is grounded in insight.

Research shows 82% of parents find nappy changes stressful, while 58% say it can negatively impact bonding with their baby. At the same time, 71% already use music to engage their babies - highlighting a clear behavioural gap the brand is stepping into.

To address these challenges, WaterWipes partnered with world-renowned cognitive neuroscientist Dr Bradley Vines (Director of Neuroscience at NIQ) and award-winning music lab creative music studio Squeak E Clean to build a track using specific auditory cues for infants and parents including cyclical rhythm to build routine, actionable lyrics to encourage togetherness, increase in time perception to reduce stress, tempo to create joy, and snapping for motor coordination. Importantly, the track was also built to stay on parents’ playlists (no Baby Shark!).

Developed by FleishmanHillard as a global PR platform, the UK-led, social-first rollout positions WaterWipes at the intersection of science, culture and everyday parenting behaviours.

Ahalya Moxon, associate creative director, FleishmanHillard UK says: “WaterWipes is a brand that really understand and take inspiration from what raw, real parenting ‘culture’ looks like. So many of us turn to song to instil routine, encourage behaviours and bond with our kids, for things like toothbrushing. We wondered, why has no-one done the same for potentially as stressful nappy changes? Backed by neuroscience, we hope this tune helps make them a little more fun for parents and little ones.”