Wet Ones Launches Provocative Campaign to Clarify Product Usage
After a consumer study revealed that more than half of Americans have used hand wipes on intimate areas, Wet Ones launched a bold marketing push across New York City. The campaign, titled "Just For Hands," uses optical illusions to remind consumers that their antibacterial products are strictly for manual hygiene.
The Edgewell Personal Care brand initiated the campaign by orchestrating a viral moment involving reality television personality Kyle Cooke. A photo posted to the celebrity gossip account DeuxMoi appeared to show Cooke’s bare backside, but the image was actually a carefully composed shot of a hand. This bait-and-switch served as the centerpiece for the brand’s first major advertising effort in years, developed alongside agency BBH USA and photographer Ale Burset.
Following a rejection from New York City transit authorities to display the risqué imagery underground, the brand moved the campaign to street level. The visuals now occupy 100 LinkNYC kiosks, transit shelters, and a high-profile display in Times Square. Beyond the physical installations, the company is encouraging social media users on Instagram and TikTok to participate in a contest, challenging them to create their own "hand butt" illusions. Veronique Mura, General Manager of Body & Skin at Edgewell, stated that the goal was to return to the market with an unexpected approach that reinforces the core utility of their wipes, which are formulated to kill 99.99% of common bacteria.
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