WATER WIPES X HALLOWCLEAN
WaterWipes, the world’s purest wipes, wanted to extend their reach and raise brand awareness around Halloween as a simple solution for all of life’s messes — not just diapering.
Enter: Hallowclean. Zombies aren’t known for being tidy. Witches don’t use their brooms for sweeping. Throughout spooky season, WaterWipes protected and celebrated the right to get messy.
To kick things off, WaterWipes partnered with Kelly Rowland and her son, Noah, to debut the first-ever Hallowclean Machine in Brooklyn, that could detect kids’ messes and distribute WaterWipes to clean up.
Then on Halloween night, in 10 markets across the U.S., WaterWipes placed Hallowclean stations stocked with free wipes across popular neighborhood trick-or-treating routes. Found via the Nextdoor Treat Map, parents could easily stumble upon the stations and embrace the mess of their chocolate-mustached monsters on the go.
HIGHLIGHTS
NEXTDOOR PARTNERSHIP
We partnered with Nextdoor to put Hallowclean Stations on the map – literally – while building credibility among local neighbors and providing media with a CTA for how to find the stations. Parents in NYC, Chicago, Dallas, Denver and Los Angeles who were mapping out their messy little monster’s candy quest could download the Nextdoor app and look for the WaterWipes "W" on the Treat Map to see where the Hallowclean stations were located.
2024 Marketing Institute of Ireland Public Relations Campaign Award
2024 PRSA Silver Anvil Award of Excellence (Consumer Marketing-National/International)
2024 PRSA Bronze Anvil Award of Commendation (Paid Promotions)
2024 North America SABRE Awards Shortlist